Rethinking Loyalty: A Modern Approach to VIP Management for Hotels

Not every loyal guest wants to join a points program. Many don’t need rewards to feel connected - they just want to be remembered. And for independent hotels and management groups, that kind of loyalty matters more than ever.

At HMA, we believe VIP management should feel personal, not transactional. That’s why we created Valet - a guest recognition platform that helps hotels deliver consistent, thoughtful experiences without relying on traditional hotel loyalty programs.

What Is Soft Loyalty - and Why Does It Work?

Soft loyalty is a flexible, guest-first approach to recognition. Instead of using points, tiers, or redemption rules, soft loyalty focuses on behaviors that show loyalty - like booking direct, spending more, leaving great reviews, or referring friends.

With the right platform, hotels can recognize those high-value guests without requiring them to join a formal loyalty program. That’s where Valet makes a difference.

Unlike a standard operations tool, Valet is designed for intelligent hospitality - helping hotel teams deliver intentional service rooted in real guest data. It's loyalty that feels human.

Valet Works with Your Existing Hotel Loyalty Program

Already have a hotel loyalty program in place? No problem. Valet isn’t here to replace it - it’s built to integrate with your current loyalty structure.

Whether your program is run through a PMS or a third-party vendor, Valet can:

• Use existing tiers as part of its recognition logic

• Add new levels based on custom behaviors (like lifetime spend or direct bookings)

• Centralize guest flags, preferences, and history across departments or properties

This makes it easy to enhance what’s already working - or fill in the gaps where traditional programs fall short.

Why VIP Management Needs to Be Scalable

Your team remembers regulars… until they’re juggling 50 check-ins. Notes get lost, staff turns over, and that “VIP moment” slips through the cracks.

Valet makes guest recognition scalable by surfacing key details where they matter most:

• Pre-arrival reports

• Front desk dashboards

• Housekeeping and service team views

• Cross-property visibility for hotel groups

This allows your team to act on the information - without hunting it down.

Designed for Independent Hotels and Hotel Groups

For independent hotels and regional management companies, Valet delivers brand-consistent recognition without needing to build a full loyalty program from scratch.

You define what VIP means. You set the criteria.Valet helps bring it to life - simply, reliably, and across the guest journey.

Whether it's for one boutique property or ten resorts under a unified brand, Valet ensures high-value guests feel seen, remembered, and appreciated every time they stay.

It’s Not Just About Tools - It’s About Connection

At the end of the day, what keeps guests coming back isn’t a discount - it’s how you make them feel.

Valet helps hoteliers deliver intelligent, human hospitality at scale. It’s not a tool for managing operations - it’s a strategy for building deeper guest relationships.

___ Ready to see how Valet can enhance your loyalty strategy - without points, perks, or pressure?

Contact your HMA representative or email us at sales@wearehma.com.