MARKHAM, Ontario — Maestro PMS has recently enhanced its Online Gift Card module, giving independent hotels, luxury resorts, and multi-property groups new tools to grow guest loyalty, increase brand visibility, and drive repeat bookings throughout the year. With consumer demand for personalized digital gifting at an all-time high, this upgraded module empowers hoteliers to use gift cards as more than a point-of-sale transaction. Now, they serve as powerful tools for marketing, engagement, and revenue growth.
According to industry reports, digital gift card sales continue to rise across hospitality as travelers increasingly seek convenient gift options. Optimove Insights’ “2025 Consumer Holiday Retail Shopping Survey” shows that 81% of consumers plan to buy gift cards this holiday season. Maestro PMS’s latest enhancements capitalize on this trend by offering operators customizable, seasonally themed, and fully branded gift card designs that can be purchased seamlessly online.
At a time when personalized 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. Lisa Jane Wheaton, Product Manager at Maestro PMS
Properties can present a variety of images or themes for customers to choose from during the gift card purchase process. These may include celebration, dining, spa, or seasonal designs. For digital gift cards, the selected image is embedded directly into the digital card delivered to the recipient. For physical gift cards—prepared and mailed by the property—the chosen theme is recorded at the time of purchase, enabling the property to produce and send a physical card that reflects the buyer’s selected design.
This personalization reinforces a property’s brand identity and helps gift cards stand out in an increasingly competitive marketplace,
Wheaton said. 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.
Redeem Gift Cards Across All Maestro Revenue Centers
A major advantage of Maestro’s Online Gift Card module is the ability for recipients to redeem gift cards anywhere within the property’s Maestro ecosystem. Whether used for room nights, spa treatments, dining, golf, activities, or retail, the redemption process is completely integrated and consistent across all modules. This flexibility encourages guests to explore more on-property offerings, elevates their overall stay experience, and increases total spending per visit.
Maestro’s Online Gift Card module includes:
- Fully customizable branding (logo, colors, fonts, imagery)
- Seasonal and holiday-themed options
- Personalized messaging for senders
- Easy configuration of denominations, increments, and quantity limits
- Integrations with industry-standard cards, barcodes, and magnetic stripes
The enhanced module also supports seasonal promotions, bonus-value incentives, and targeted campaigns, making gift cards a demand generator during shoulder seasons and key revenue periods.
A hallmark of Maestro’s Online Gift Card module is its seamless integration across all Maestro systems.
Guests can redeem their gift card for hotel stays, spa visits, dining, retail purchases, activities, or on-property amenities—unlocking a more fluid experience and increasing total guest spend,
Wheaton said. This cross-department compatibility elevates the value perception of every gift card, while reinforcing the property’s brand through multiple revenue channels.
Reporting and Transactional History Tool
Behind the scenes, Maestro PMS offers detailed Accounts Receivable (A/R) reporting, full transactional history, and redemption tracking. These insights help operators better understand guest behaviors, identify high-value buyers, and build more personalized, data-driven marketing strategies.
Every gift card is both a purchase and a data point,
Wheaton said. 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.
As digital gifting continues to grow and personalization becomes the standard in hospitality, Maestro PMS is committed to providing hotels with tools that connect the guest experience from pre-stay to on-site to post-departure.
With these new enhancements, gift cards become a relationship-building tool, not just a transaction,
said Wheaton. They help properties create memorable moments, strengthen brand recognition, and encourage guests to return again and again.
About Maestro
Maestro is the preferred cloud hosted or on-premises All-In-One Web PMS solution for independent hotels, luxury resorts, conference centers, vacation rentals, and multi-property groups. Maestro’s PCI certified and EMV ready enterprise system offers 20+ integrated modules on a single database including touchless and mobile apps to increase engagement, drive direct bookings, centralize operations; all while enabling a unified & seamless guest journey from booking to checkout and everything in between. For over 45 years Maestro’s Diamond Plus Service has provided unparalleled 24/7 support and education services to keep hospitality groups thriving and productive. Click here for more information on Maestro PMS. Click here to get your free PMS Buying guide.
