Diamond Club 

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Diamond Club: B2B loyalty for corporate hotel bookings

Quaxar developed Diamond Club for a global luxury hotel group to strengthen loyalty with executive assistants, the key intermediaries behind corporate room and convention bookings. The SaaS platform centralized points, incentives, promotions, and reporting while integrating data from legacy hotel systems to improve retention and optimize revenue during low-occupancy seasons.

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Overview

Diamond Club was a B2B loyalty strategy and platform built to recognize and retain executive assistants who book corporate rooms and convention spaces. By centralizing member activity, points, rewards, and engagement insights, the program helped the hotel group influence future reservations, improve decision-making, and increase corporate client retention.

Challenge

High-impact decision makers were underserved Executive assistants strongly influence corporate reservations, but lacked a program designed around their behaviors, incentives, and seasonality needs.
Legacy data lived across properties and systems Reservation and production data existed in multiple PMS environments, limiting visibility, consistency, and reporting across regions and brands.
Revenue needed support in low-occupancy periods The group needed incentive rules and promotions that could be adjusted to demand trends to drive bookings when occupancy softened.

Approach

Quaxar delivered the platform under a SaaS model with two coordinated experiences: a member site for executive assistants and an administration module for hotel managers. The solution combined loyalty mechanics (points, rewards, incentives) with data synchronization and business intelligence to continuously optimize rules, promotions, and performance.

Member experience (Diamond Club Member Site) Login, view points and reservation history, redeem rewards, and receive personalized promotions based on activity.
Program administration & governance Manage members, administrators, and companies; configure points rules, redemptions, and adjustments with clear control.
Reporting and optimization loop Dynamic reports by member, hotel, company, or region to guide incentives and promotions by occupancy and seasonality.

Implementation

The system used a modular web architecture: a member and manager web interface, a report-generation engine for business intelligence, and a synchronization layer to ingest data from existing hotel systems. Delivery ran in three incremental phases (3 months + 3 months + 4 months). The platform remained operational for 15 years, with annual Java and Apache upgrades to keep it secure and current.

Online Loyalty Engine for executive assistants Points tracking, rewards redemption, and targeted promotions aligned to business seasons and demand.
Administration & data management for managers User, points, incentives, promotions, and file/data management integrated with PMS sources across properties.
Data synchronization + BI reporting Automated ingestion of production files and dynamic reporting to monitor performance and loyalty behavior over time.

Results

Diamond Club increased loyalty among executive assistants, improved management decisions through actionable reporting, and optimized incentive rules to boost revenue during low-demand periods, while reducing operational complexity through automation and real-time tracking.

+80% Active members (10 yrs)
6x Revenue growth (10 yrs)
15 years Operational lifespan
Operational efficiency improved Real-time tracking and automated loyalty workflows reduced manual effort and simplified program operations.
A scalable loyalty foundation The platform evolved into a reusable infrastructure adaptable to other hotel chains and regional implementations.

Lessons learned

Treating loyalty as a product, not just a campaign, enabled long-term performance. A clear separation between member experience and administration, plus reliable data synchronization and reporting, made it possible to optimize incentives continuously and sustain value over years.

Want to launch a high-impact B2B loyalty program?

If you want to strengthen B2B loyalty and influence repeat corporate bookings, we can help you design the program mechanics, integrate legacy systems, and build a reporting model that keeps incentives profitable and measurable.

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