Loyalty in High Season: Elevate Hotel Guest Experience This Summer

Summer is the peak season for travel — and peak pressure for every hotel loyalty program. With longer stays, more guests, and higher expectations, it’s no surprise that loyalty programs face stress in the summer months.

Yet for many hotels, loyalty begins and ends at enrollment. Guests sign up, earn points, and maybe redeem them down the line — but too often, the benefits stop at the app. The difference between loyalty programs and personalized hotel experiences is a missed opportunity. This is especially true during summer travel months.

In this post, you’ll learn:

• Why summer loyalty success hinges on operational and digital agility
• How technology helps you win back guests who have experienced points of frustration 
• How to extend loyalty from the app to the in-person experience

Why Loyalty Breaks Down During Peak Travel Seasons

During summer hotel travel, when guest traffic spikes, so do service demands. Today’s travelers expect seamless, intuitive interactions from check-in to checkout. For loyalty members, the stakes are even higher — they want perks to appear without asking.

Peak-season challenges often bury the perceived value of loyalty perks. Do any of these sound all-too familiar?

• Check-in queues are too long – Long lines overshadow early check-in privileges
• Upgrades and perks are missed – Room upgrades and hotel amenities and services get missed in the rush
• Staff can’t personalize service – Personalized service feels impersonal when staff doesn’t have guest data easily accessible
• Loyalty status goes unrecognized – With a guest line from desk through lobby, loyalty programs can be easily missed.

When expectations go unmet, even your most loyal guests may reconsider returning. There’s a common thread throughout these pain points — technology can play a key role in turning around a negative experience.

Internal Strain on Staff

Behind the scenes, hotel teams are stretched thin. Front desk staff handle check-ins, special requests and, at times, growing queues and system issues. This leaves them little time to notice loyalty status or act on personalized guest data.

Even when staff know who’s in a top-tier loyalty tier, there’s rarely an efficient way to put that knowledge into action. These are the members that staff wish they could take the extra moment to greet and mention relevant services, events and amenities to. Technology can ease the burden of some of the tactical aspects of checking in and checkout, leaving more time for personalization with the guest in front of staff. 

Without the right tools, operational blind spots make it hard to deliver proactive service.

Loyalty Is More Than Points — It’s About Personal Moments

Personalization goes beyond remembering a name, it’s about improving the hotel experience and providing value at the right time. Travelers want a hotel stay that meets their needs right away. According to Salesforce, 61% of consumers will pay more for personalized experiences. Modern travelers expect loyalty perks that feel tailored: early check-ins, exclusive access, and content that reflects their preferences.

Hotel technology such as digital signage and solutions, countertop and standalone kiosks, and video walls, hoteliers can bring those moments to life. Consider optimizing or implementing: 

• Personalized welcome screens in the lobby or guest room
• Video walls and large-format displays that highlight content based on dayparting or current on-premise guest preferences 
• Touch screen kiosks that allow guests to easily explore personalized offers and recommendations 
• In-room content aligned with past preferences
• Real-time offers like spa promotions triggered upon room entry
• Guest-specific upgrades promoted across digital touchpoints

Digital signage can increase upselling by up to 23%. This is especially true for promoting room upgrades and special offers.

Make Loyalty Benefits Tangible Onsite

When loyalty benefits are visible and relevant at the exact moment they matter, they can drive loyalty app engagement, making perks feel immediate and personal. Your content management platform needs to be able to display (and adjust and schedule!) dynamic, tier-based messaging on-site to reinforce program value in real time (at scale!):

• Queue-skipping privileges shown on lobby signage
• VIP alerts automatically sent to staff when elite members arrive
• Location-based offers triggered by guest movement around the property

Imagine a resort lobby where a returning guest sees a “Welcome back!” message and a personalized suggestion for a wine tasting, all relevant messages based on their last visit. That’s the kind of seamless loyalty moment that drives return stays.

Peak Season Personalization: Recognize Loyalty at Check-In

First impressions matter, especially during the summer travel rush. With the right technology, hotels can streamline arrivals and make loyalty recognition feel effortless:

• Digital kiosks that show upgrade options based on the guest’s loyalty tier
• Mobile notifications confirming benefits applied to their current stay
• Lobby signage that guides guests to member-only check-in zones and encourages non-members to learn the benefits 

And when loyalty moments are visually reinforced at the point of arrival, they feel intentional — not accidental.

During the Stay: Keep Guests Engaged

Once a guest is settled, engagement shouldn’t stop. Personalization keeps loyalty top-of-mind throughout the stay:

• Digital signage in elevators or lounges showcasing tier-specific offers (free drinks, poolside service, spa discounts)
• Real-time alerts for exclusive events or amenity access
• Sync across platforms — mobile, signage, and in-room displays — for a cohesive experience

This kind of deep engagement is complex, behind the scenes integration and syncing of technology, and a trusted service provider should have a thorough discovery process ready, understanding your guest and employee experience goals. 

Guests want control and convenience, and your solution provider can help with a strategy to introduce, measure and adjust your digital solutions at scale. Digital signage integrated with wayfinding kiosks, touch displays, and concierge stations allows guests to explore amenities, navigate the property, and interact with loyalty perks on their own terms.

Behind the Scenes: Empower Staff with Data

Effective hospitality personalization strategies rely on smart data and digital tools that surface guest insights instantly. Empowered staff deliver better service, especially during high season. With Scala’s suite of tools and digital analytics, hotels can:

• Highlight loyalty members currently on property via staff dashboards
• Monitor guest flow in real time and identify bottlenecks before they impact experience
• Inform and alert employees about areas of the hotel — restrooms, unmanned desks, pool areas — or guests who need attention
• Provide loyalty benefit alerts for staff to highlight high-value perks during engagement

These insights help hotels deliver a smoother, more proactive experience — even when operations are at their busiest.

Results Hotels Can Expect (Backed by Data & Best Practices)

Investing in loyalty-focused personalization pays off. Consider these industry stats:

• Returning visitors are 67% more likely to convert than first-time guests
• Personalization can boost hotel revenue by up to 15% (Deloitte)
  Loyal customers make up just 20% of your base — but drive up to 65% of revenue
• Devoted guests spend 22.4% more and extend stays by 28%
• A 2023 Digital Signage Today survey found 65% of hotels using digital signage saw reduced wait times

These aren’t just statistics — they’re a roadmap for boosting hotel loyalty during peak travel months.

Make Loyalty Count When It Matters Most 

This summer, guests arrive tired, hot, and full of expectations. It’s the perfect time to prove your loyalty program’s worth — not just through points, but through personalized, high-touch service.

With Scala’s hospitality solutions, your team can integrate loyalty data with digital signage, mobile engagement, and on-property experiences to create a seamless, rewarding guest journey.

To improve hotel loyalty in peak season, go beyond apps — create moments guests feel from check-in to checkout. 

Explore Scala’s hospitality solutions to personalize your high-season experience and build loyalty that lasts.