Hospitality management software Maestro PMS has launched an upgraded version of its Online Gift Card module, offering hotels and resorts new capabilities for managing digital and physical gift cards throughout their properties.
The updated solution allows guests to purchase branded, seasonally themed or occasion-based designs, with options embedded directly into digital cards sent via email or applied to physical cards delivered by post.
The enhancements enable recipients to redeem their gift cards across all participating outlets within a hotel’s Maestro system, including accommodation, dining venues, spa services, golf courses, recreational activities, and on-site retail shops.
The company said that the new tools support revenue growth, engagement, and marketing as well as help hoteliers to build “guest loyalty, increase brand visibility, and drive repeat bookings throughout the year”.
Maestro PMS product manager Lisa Jane Wheaton said: “At a time when personalised experiences are shaping the guest journey, gift cards have become far more than a simple revenue driver.
“Our enhanced Online Gift Card module enables properties to deliver thoughtful, beautifully branded gifting experiences that strengthen emotional connections, support promotions, and bring guests back again and again.
“This personalisation reinforces a property’s brand identity and helps gift cards stand out in an increasingly competitive marketplace. Guests are more likely to purchase and share visually compelling, property-branded cards, turning every gift into a subtle form of marketing and guest engagement.”
Industry research indicates growing consumer interest in digital gifting.
Maestro PMS cited a survey from Optimove Insights that shows over four-fifths of respondents plan to buy gift cards during the upcoming holiday period.
The company now offers customisable branding—such as logos, fonts, colours, and imagery—as well as options for personalised messaging at the point of purchase.
The upgraded module integrates with standard payment cards, barcodes and magnetic stripe formats used across the hospitality sector.
It also supports targeted promotions and incentives that can be timed around seasonal campaigns or periods of lower demand.
Wheaton added: “Every gift card is both a purchase and a data point. The more visibility operators have into buying patterns and guest preferences, the more effectively they can target communications, tailor promotions, and nurture long-term loyalty.”
