4.30.2026
First Hotels has launched a new loyalty platform for its First Member program, selecting Loyco as its technology partner in a move designed to strengthen direct guest relationships and modernize the chain’s digital infrastructure.
The new platform integrates membership, booking, and hotel operations into a unified system, connecting core technologies across the guest journey. The solution is integrated with Stayntouch, VisBook, and Mews property management systems, as well as Heisenbug as the booking engine, enabling a seamless cross-platform experience for members.
For First Hotels, a Nordic hotel chain with properties across the region and a clear ambition to deliver strong guest experiences through distinctive destinations and concepts, the initiative represents a strategic shift toward a more data-driven and connected approach to loyalty—one that ties member engagement more closely to both the booking process and on-property operations. Through its First Member program, the company aims to build loyalty, enhance guest communication, and create long-term value across its portfolio.
“Loyco delivers strong results with a small, high-energy team,” said Henrik Ramsted, Chief Commercial Officer at First Hotels. “They didn’t just build a tool—they built a solution that enables a seamless, more personalized guest experience, where every step of the journey feels relevant and tailored to the individual.”
The integrated platform is designed to support a more cohesive member journey across booking, PMS, and member profiles, while enabling more effective use of first-party guest data for communication and personalization. It also aims to strengthen direct booking channels and reduce reliance on third-party intermediaries, while improving operational efficiency through tighter system integrations.
“With Loyco, we get a solution that ties loyalty more closely to both the booking journey and hotel operations,” said Torje Gabrielsen, CEO of First Hotels. “This gives us better conditions to create value for our members and strengthen our direct channels.”
From Loyco’s perspective, the partnership reflects a broader industry shift toward integrated loyalty ecosystems that go beyond traditional points-based programs. Loyco is a loyalty platform provider focused on helping hotels strengthen guest relationships, simplify operations, and drive more direct and repeat bookings through capabilities such as member portals, PMS integrations, automation, segmentation, and analytics.
“We are proud to be chosen as the new First Member provider for First Hotels,” said Martin Kongsvik, Chief Commercial Officer at Loyco. “For us, this is about more than a traditional loyalty program. When membership, booking, and PMS are well integrated, it becomes possible to create a more seamless experience for the guest while giving hotels better tools to build direct relationships, use data more intelligently, and work more commercially with loyalty.”
The launch marks a new phase for First Member, evolving from a traditional bonus program into a centralized platform for managing membership, guest data, and direct engagement across the portfolio.
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