Hotel CRM & Guest Management Hotel Guest Apps & Portals Loyalty & Membership Guest Messaging

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.

Visit LoungeUp (now D-EDGE CRM) ↗

Listed properties: 1
Rooms covered: 610
Countries: 1
Founded: 2011

What LoungeUp (now D-EDGE CRM) 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

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 LoungeUp (now D-EDGE CRM) 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 LoungeUp (now D-EDGE CRM) in this role yet.

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 LoungeUp (now D-EDGE CRM) in this role yet.

Guest Experience & In-Room Technology

Guest Messaging

Two-way conversation with the guest over SMS, WhatsApp and in-app before, during and after the stay.

Running it here: Manotel

Who it is for

Segment: Independent hotelHotel group
Department: Front officeSales & marketingExecutive & ownership
Persona: General managerOwner & asset managerMarketing managerFront office managerThe guest
Use case: Increase direct bookingsReduce OTA commissionUpsell & grow ancillary revenueGrow repeat staysUnify guest dataPersonalise the stayImprove guest satisfaction

Hotels running LoungeUp (now D-EDGE CRM)

Hotel	Location	Role there	Rooms
Manotel	Geneva, Switzerland	Messaging	610

At a glance

Category: Hotel CRM & Guest Management
Headquarters: Paris, France
Founded: 2011
Employees: ~30 at time of acquisition (March 2024); now absorbed into D-EDGE (~570-610 staff group-wide)

Alternatives

Vendors serving the same categories as LoungeUp (now D-EDGE CRM).

Capillary Technologies
A large, listed loyalty and customer-engagement SaaS group offering loyalty management, CRM, campaign automation and analytics across retail, F&B, travel and hospitality. Custom enterprise pricing based on programme complexity, scale and integrations; sales-led, no self-serve. Increasingly a consolidator rolling up smaller loyalty vendors with IPO capital.
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.
Re:Guest (ReGuest S.p.A.)
Re:Guest is a South Tyrolean hotel CRM and guest-communication platform founded in 2014 in Merano by Michael Mitterhofer, Denis Pellegrini and Stefan Plattner, who had run a tourism marketing agency together since 1999. The product started as an "emotional", web-based alternative to static PDF offers and grew into a full sales-and-marketing suite: guest profiling and segmentation, an omnichannel inbox spanning email, WhatsApp, Instagram/Facebook and a website widget, automated offers and upsell campaigns, newsletter marketing, an AI agent layer branded CR:IS, a BI module, and a web-based guest app covering digital guest directory, F&B/spa/activity ordering and self-checkout. The operating entity ReGuest S.p.A. has been listed on the Vienna Stock Exchange's direct market plus since December 2024 and reported preliminary FY2025 revenue of EUR 6.66m. It is consolidating adjacent hospitality-tech vendors through majority and minority stakes (Zeppelin Hotel Tech, UP Hotel Agency, orderando, Indicate).
Revinate
Hotel guest-data platform and CRM: builds rich guest profiles from PMS data and drives email/SMS campaigns, upsells and direct bookings.
Cendyn
Enterprise hotel CRM, loyalty and revenue platform — guest profiles, campaign management, loyalty programs and integrated digital marketing for hotel groups and chains.
ALL — Accor Live Limitless
Accor's group-wide programme covering economy to luxury across 50+ brands, distinguished by a hybrid pay-with-points model and lifestyle partnerships beyond accommodation (sport, entertainment, dining).

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.

Visit Blue