Loyalty & Membership Hotel CRM & Guest Management Loyalty Currency Network & Clearing Tokenized & On-chain Loyalty Hotel Guest Apps & Portals Direct Booking Conversion & Personalisation Hospitality Marketing Agencies

Blue Hospitality

A Swiss-engineered LoyaltyOS and digital transformation platform for hotel groups. Blue unifies guest identity across the existing PMS, CRS and F&B stack, gives the group its own loyalty currency and branded guest experience, and connects recognition, rewards and direct-booking journeys across every property — without replacing the systems already running the hotel.

Visit Blue Hospitality ↗

Listed properties: 1
Rooms covered: 30
Countries: 1
Founded: —

About Blue Hospitality

Blue is a hospitality-native loyalty and guest-relationship layer for independent hotel groups. It connects the systems a group already runs — including PMS, CRS, booking, F&B and guest-facing tools — into one persistent guest profile and one programme across the portfolio. The group retains its brand, guest data, currency and programme rules; guests can be recognised, earn and redeem across properties and non-room experiences. The practical distinction is architectural: Blue adds a shared identity, ledger and experience layer without asking a hotel to replace its operational stack.

Key capabilities

Unified cross-property guest profile
Hotel-owned loyalty currency and ledger
Cross-property earning and redemption
Branded guest app and member experience
PMS, CRS, booking and F&B integrations
Direct-booking and ancillary-revenue journeys
Multi-property programme controls
API-first deployment without replacing the core stack

What Blue Hospitality does

One section per category this provider serves. Each links to the category it competes in and lists the properties running it in that specific role.

Marketing, CRM & Direct Booking

Loyalty & Membership

Engines that let a brand run points, tiers and rewards. Powerful but self-contained: each programme is an island with no clearing to anywhere else.

No listed property records Blue Hospitality in this role yet.

Marketing, CRM & Direct Booking

Hotel CRM & Guest Management

Unified guest profiles assembled from PMS, POS, web and Wi-Fi, plus the segmentation built on them. The database layer that most hotel groups mistake for a loyalty programme.

No listed property records Blue Hospitality in this role yet.

Marketing, CRM & Direct Booking

Loyalty Currency Network & Clearing

Infrastructure for issuing, exchanging, transferring and settling loyalty currency between separate programmes. The layer that turns points into something with somewhere to go.

No listed property records Blue Hospitality in this role yet.

Marketing, CRM & Direct Booking

Tokenized & On-chain Loyalty

Loyalty balances issued on public ledgers, with transferability as the core claim.

No listed property records Blue Hospitality in this role yet.

Guest Experience & In-Room Technology

Hotel Guest Apps & Portals

Guest web apps, native apps and digital compendiums. The surface a wallet or balance can be rendered on without building a new app.

No listed property records Blue Hospitality in this role yet.

Marketing, CRM & Direct Booking

Direct Booking Conversion & Personalisation

On-site personalisation, price comparison widgets and urgency messaging aimed at converting a looker before they leave for an OTA.

Running it here: Ferienhotel Kastellatz

Marketing, CRM & Direct Booking

Hospitality Marketing Agencies

Service providers rather than software. Gatekeepers for anything that must ship on the front end — and multipliers across their whole client portfolio.

No listed property records Blue Hospitality in this role yet.

Who it is for

Segment: Independent hotelHotel groupLuxury & boutiqueResort & wellness
Department: Front officeRevenue managementSales & marketingFinance & accountingIT & technologyExecutive & ownership
Persona: General managerOwner & asset managerRevenue managerMarketing managerIT managerThe guest
Use case: Increase direct bookingsReduce OTA commissionUpsell & grow ancillary revenueGrow repeat staysUnify guest dataPersonalise the stayIntegrate systems

Hotels running Blue Hospitality

Hotel	Location	Role there	Rooms
Ferienhotel Kastellatz	Mals / Malles Venosta, Italy	Direct booking	30

At a glance

Category: Loyalty & Membership
Headquarters: Switzerland
Pricing model: Enterprise (custom)

Target segments

luxuryboutiqueresortindependententerprise

Alternatives

Vendors serving the same categories as Blue Hospitality.

Antavo AI Loyalty Cloud
A no-code, API-first loyalty engine that lets enterprises design points, tiers, rewards, gamification and member workflows without building the machinery themselves. Strong on flexibility and marketer-facing configuration; sold as horizontal loyalty infrastructure rather than a hospitality product.
dailypoint
Hospitality-focused CRM and central data management platform that builds a single unified guest profile by consolidating data from PMS, POS, website, Wi-Fi and marketing systems. Includes loyalty, campaign automation and data-quality tooling.
Currency Alliance
An API-first SaaS platform that lets any brand issue, transfer, redeem or exchange any loyalty currency through a single integration, plus a Loyalty Partnerships Marketplace for discovering and connecting to partner programmes. Explicitly positioned for running a coalition, joining someone else's, or launching a new one. No CapEx and no licence fee — the only cost is ~2% of the value of points or miles issued, with volume discounts. Deployment in days with minimal IT involvement.
Global Hotel Alliance (GHA DISCOVERY)
The airline-alliance model applied to hotels: independent upscale and luxury brands keep their own identity but share one technology platform and one guest currency, DISCOVERY Dollars (D$), pegged 1 D$ = 1 USD and redeemable from as little as D$10 against room charges at any member hotel. Members earn on stays and other spend across the whole portfolio, and the alliance settles the cross-brand economics centrally.
Journey Rewards
A consumer-facing loyalty programme and app for independent, boutique and luxury properties, positioned as 'the loyalty programme independents never had'. Guests earn 5x points on direct reservations versus 1x through OTAs and redeem across the network. Properties get the Hospitality Experience Platform (HXP): AI personalisation, a guest insights tool, and a campaign builder for dynamic pricing in peak and slow periods. Critically, operators pay Journey only when guests actually redeem — not a per-booking commission.
LoungeUp (now D-EDGE CRM)
LoungeUp is a Paris-based hospitality CRM founded in 2011 by Mathieu Pollet and Lionel Tressens (its own site dates the company to 2012) that centralises guest profiles and automates guest communication across email, SMS, WhatsApp and Messenger, plus online check-in, mobile key, a guest app/digital directory, upselling and the Dmbook staff-operations tool. It was acquired by D-EDGE — the hotel-distribution subsidiary of Accor — in March 2024 and rebranded D-EDGE CRM in July 2025, positioning it as the guest-relationship layer of D-EDGE's CRS + booking engine one-stop-shop. Since joining D-EDGE it ships a built-in Loyalty Programme module: hotel-branded tiers with rules on stays or spend, automatic perks and members-only rates, and a digital loyalty card inside the guest account, wired to the D-EDGE Booking Engine to drive direct bookings.

Running several of these systems at once?

Blue connects an existing hotel stack into one guest profile and one loyalty balance across every property — without replacing the PMS.

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