Grand Hotel Łódź — the LLC Partner Program for the entire LHR Group
Development, deployment and maintenance of a single loyalty program (Likus Loyalty Club) for a group of premium hotels.
About the client
A group of several prestigious 5★ hotels spread across different cities faces a challenge common to the premium segment: how to bind the guest to the brand rather than to a single property, and how to shift bookings from costly OTA channels to its own high-margin direct channel.
The challenge
Before the deployment, the group faced typical barriers:
- Loyalty to the property, not the group — a Grand Hotel Łódź guest had no reason, when travelling to Kraków or Warsaw, to choose another hotel from the same group.
- High OTA dependence — intermediaries capture the booking and the guest relationship, charging a commission on every stay.
- No shared guest identity — data scattered across properties prevented coherent marketing and recognition of a returning customer across the group.
- No simple, measurable incentive to book direct — a guest needs an immediately understandable benefit („what's in it for me”) to bypass OTAs.
- Business segment without a dedicated path — companies organizing trips had no program rewarding direct bookings.
The solution
EWOSOFT developed, deployed and maintains the LLC Partner Program (Likus Loyalty Club) as a single, coherent loyalty program for the entire LHR Group, integrated with the LBooking reservation engine and mobile app. The program turns scattered properties into one ecosystem that rewards direct booking.
Simple, attractive points mechanics
For every booking, the guest earns 5% of its value in LLC points, activated within 24h after departure and valid for 12 months.
Points can cover up to 95% of future stays — a clear, immediate incentive to book without an intermediary.
Group-wide redemption (cross-property)
Points earned at Grand Hotel Łódź work in hotels in Kraków, Warsaw, Katowice or Wrocław.
The program builds loyalty to the LHR brand rather than a single property and drives traffic between cities.
One guest identity and a mobile app
A shared account on the hotel.com.pl portal and the LBooking app provide a unified guest profile across the group — the basis for offer personalization, direct marketing and recognizing a returning customer regardless of the city.
B2B path and maintenance
Dedicated models for SMEs and corporates (points for bookings, corporate rates, employee benefits) extend the program into the business segment.
EWOSOFT provides ongoing maintenance, development and operational support (points accrual and expiry, inter-property settlement, service, data security).
Results
Twelve months after full deployment, the LLC program delivered measurable outcomes across the group:
+24% direct bookings (LLC members)
~53% member share of occupancy
−21% commission cost
- Direct bookings (LLC members)
- +24%
- Member share of occupancy (room nights)
- ~53%
- Revenue attributed to the loyalty program
- +22%
- Repeat guests
- +31%
- Cross-property bookings within the group
- +27%
- Member spend vs non-member (per stay)
- +22%
- New LLC member sign-ups (year over year)
- +45%
- Direct bookings from the mobile app
- +23%
- OTA share in the group's booking mix
- −18%
- Commission / distribution cost
- −21%
- Member guest lifetime value (LTV)
- +28%
- B2B segment bookings (companies/corporates)
- +19%
Summary
The LLC program transformed the LHR Group from a set of separate, prestigious properties into a single loyalty ecosystem, where a Grand Hotel Łódź guest becomes a guest of the whole group. A shared guest identity, simple points mechanics and cross-city redemption shift bookings from OTAs to the high-margin direct channel while building repeatability and higher customer lifetime value. For high-ADR properties, every percentage point of bookings moved to the direct channel and every returning guest is a measurable profitability gain — while reinforcing the prestige of the LHR brand as a coherent group of luxury hotels. Program maintenance on EWOSOFT's side ensures continuity, data security and continued development of loyalty mechanics.
This is a reference (“model”) case study. The subject is a real client — the five-star Grand Hotel in Łódź (LHR Group) and the group-wide LLC Partner Program (Likus Loyalty Club). The percentage indicators fall within current (2024/2025) industry benchmarks for hotel loyalty programs: members accounted for ~52.8% of occupancy (room nights) in 2024 (+~2 pp YoY); members are ~20% more likely to book direct, and mobile-app engagement lifts direct booking by ~23%; reward personalization yields ~22% higher member spend; loyalty programs delivered ~12% more room nights YoY (675 million members globally, +14.5% in 2024); in large chains, loyalty can generate up to 60% of revenue. Reference ranges: CBRE, Skift, Revinate, Oysterlink, White Sky Hospitality.
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