Dubai based · Serving the GCC
The loyalty standard
for hospitality.
We design the membership programmes and guest apps that keep the region’s best restaurants, beach clubs and lounges full. Led by Adam Purslow.
25 yrs
In hospitality digital
Dubai
One team, one studio in region
Loyalty first
Membership and guest apps
End to end
Design, build, run
Our clients, our experience
Trusted by the groups that set the standard.
(01)
Who we are
Digital solutions for hospitality, from hospitality people.
We work with some of the most prestigious hospitality brands in the region and beyond. We have run the floor, we have watched the covers, and we build technology that respects both. Everything we make is designed to bring a guest back one more time, and then again.
Based in Dubai and working across the GCC. We bring the same hospitality discipline to every market we serve.
100+
Years of hospitality experience across the leadership team
75%
Of our team have worked in restaurants, bars and hotels
3
Studios: Dubai, London and Berlin
(02)
What we are known for
Loyalty, built like hospitality.
We live and breathe loyalty, it is in the name. Every programme is built around your margins, your guests and your team, then delivered on web and in-app so a member is recognised whether they are booking from home or standing at your host desk.
Membership wallet · Digital card · Tier · Balance
01
Points & tiers
Earn on every spend, climb from member to VIP. Tiers your team can explain in one sentence and guests actually chase.
02
Cashback wallet
A balance that lives in the guest’s pocket and can only be spent with you. The single most effective return-visit driver we build.
03
Paid membership
Annual or monthly clubs with real privilege: priority tables, resident rates, chef’s table access, partner perks.
04
Surprise & delight
Automated rewards on birthdays, anniversaries, lapsed guests and big spenders, sent without anyone lifting a finger.
Return visits
The core metric. Every mechanic we design is measured against it.
Guest lifetime value
Members spend more per visit and come back sooner.
First-party data
Your list, your guests, no platform in between.
Direct bookings
Reward the guests who book with you, not through an aggregator.
(03) The numbers
Loyalty is not a nice to have. It is the growth plan.
+385%
Average visits
Members on an engaged programme, versus non-members, over two years.
+18%
Spend per head
How much more a recognised member spends each time they come in.
+344%
Revenue per guest
After adjusting for visits, group size and the cost of points awarded.
50%
Redeem every year
And 73% of those who redeem come back more than once.
On a mature programme with 45% member uptake, a venue serving 10,000 guests moves from roughly £536k a year to £1.67m, net of every point and reward given away. Figures come from our own client data and industry benchmarks, and we will model them against your covers before you commit to anything.
Model it for my venue →(04)
Guest apps
An app your guests actually open.
Custom-built for iOS and Android, designed around one job: making the next visit easier than the last. No template and no white-label compromise. Your brand, your journey, your data.
01
Membership wallet
Digital card, tier status and balance, plus Apple and Google Wallet passes.
02
Order & pay at table
Scan, order, split, pay. Integrated with your POS, contactless end to end.
03
Bookings in-app
Reservations, waitlists and events, tied to the guest’s profile and history.
04
Push that lands
Offers triggered by behaviour and location, not blasted to everyone at 6pm.
05
One guest profile
Loyalty, spend, bookings and preferences in a single record your team can see.
06
Built to integrate
POS, PMS, booking, payments and CRM. We do the plumbing so it feels seamless.
iOS and Android
01
App · Loyalty · Bookings
Solutions Rewards
Solutions Leisure Group, Dubai
One membership across Lock, Stock & Barrel, Asia Asia, Wavehouse and Ula. Free to join, 10% off the bill and 10% back to spend next time, two tiers, priority bookings and a birthday gift, with tables booked inside the app.
iOS and Android
02
App · Membership · VIP
Mindset
AlphaMind, formerly Addmind
Gold, Platinum and Black membership across CLAP, KIRA, Bar du Port, Iris, Suteki, Raspoutine and LITT. Points on every visit, priority reservations, VIP rewards and access to invitation only events.
iOS and Android
03
App · Cashback · Ticketing
O Beach Inner Circle
O Beach Ibiza and Dubai
Free membership with 100 welcome points and 4% back on eligible spend, double points days, member upgrades and pre sale access, plus beds, tickets and celebration packages bought in app.
iOS and Android
04
App · Loyalty · Bookings
The Ivy Premier Rewards
The Ivy Collection, Caprice Holdings
Green, Silver and Gold reward tiers for one of the best known names in dining. Guests earn a point per pound with 5% back in cash value, book a table in a few taps and carry a digital card, while the floor team sees one profile for every guest.
(06) Operator dashboards
The side your team runs the business on.
Every programme we build ships with an admin platform, designed in each client’s own brand: live revenue matched to membership, points in and out, venue performance, member lookup and reporting your finance team will actually trust.
AlphaMind · The Ivy Collection · San Carlo · Evolv Rewards
AlphaMind admin — Brand performance by status
● Live
Live POS revenue matched to membership tier across every venue in the group.
Screens shown with sample figures. Real client data is never displayed publicly.
(07) The founder
“Loyalty is not a points table. It is the reason someone chooses your room over the one next door, and we build the technology that earns it.”
AP
Adam Purslow
Founder & CEO, TheLoyaltyCo
Adam founded TLC to give hospitality operators the kind of digital partner they had always been promised and rarely got: one that understands service, moves at the pace of a kitchen, and treats guest data as something to be earned. Today the team works across the UAE and the UK with restaurant groups, hotels and lounge brands.
Connect on LinkedIn ↗(08) Contact
Let’s build something guests come back for.
sales@theloyaltyco.ae
WhatsApp & Instagram
+971 58 545 6984
@theloyaltyco
Dubai
The Offices 4, One Central,
Dubai World Trade Centre, Dubai, UAE
Also in
London · Berlin