Cendyn, Loyalty Juggernaut link platforms

What does the Cendyn and Loyalty Juggernaut partnership mean?

CENDYN AND LOYALTY Juggernaut are combining their hotel loyalty program platforms. The integration of Cendyn’s CRM with Loyalty Juggernaut’s GRAVTY enables hoteliers to build and manage rewards-based programs and improve guest communication.

Cendyn is led by CEO Jack Blaha and Loyalty Juggernaut by CEO Shyam Shah.

The partnership reduces reliance on standard loyalty platforms and allows hotel brands to use loyalty and communication preference data through a single guest profile across digital and physical channels, the companies said in a statement.

“This partnership is the fusion of two best-in-class solutions,” said Shah. “We’ve addressed the complexities in today’s guest journey to enable scalable, configurable loyalty programs that meet global and regional needs. Hotels can move beyond standardized loyalty benefits to reward guests based on how they engage with the brand, turning first-time bookers into brand believers.”

Integrating GRAVTY’s guest preference data into the CRM enables segmentation to deliver loyalty benefits through marketing and messaging across multiple channels, the statement said. The collaboration targets guest activity, supports membership growth and strengthens brand loyalty, aiming to set a new standard for hotel loyalty programs.

Chris Egan, Cendyn’s chief product officer, said the partnership offers multiple benefits.

“This collaboration is more than an enhanced integration—it’s a unified loyalty engagement ecosystem built for the complexities of modern hospitality and customer interaction,” he said. “There’s no longer a need for guests to ‘point-watch’—wherever they are in the journey, the system automatically engages and rewards them based on their unified profile.”

A recent report by Cendyn and Amadeus found that U.S. hospitality businesses posted a 109.1 percent year-over-year health rating in the first quarter of 2025, the highest in a year.