Mad Swans launch gifting and phase one of their unified guest journey, all in time for Christmas.

Challenge

Grow gifting revenue without fragmenting the guest experience.

Mad Swans wanted to unlock gifting as a meaningful revenue stream - but not at the expense of the guest journey.

Traditional gifting solutions would have meant a bolt-on store, separate accounts and disconnected redemption flows. That risked adding friction for guests and operational complexity for teams.

The ambition went further than gift vouchers. Mad Swans needed a flexible gifting experience that could span stays, dining and sport - while integrating directly with Mews and fitting naturally into their existing digital ecosystem.

Most importantly, any solution had to simplify: one guest, one account, one experience.

Gifting solution

A gifting experience that feels native.

Glu delivered a gifting experience designed to flow seamlessly from the existing Mad Swans website.

Guests can purchase a wide range of personalised gifts, credits and experiences through an optimised checkout, with support for physical fulfilment and scheduled delivery. Everything connects directly into Mews, enabling effortless in-house redemption across stays, dining and leisure.

The result is a gifting journey that feels like a natural extension of the Mad Swans brand -increasing conversion and flexibility, without introducing new systems or guest confusion.

Membership solution

A single guest account that unlocks what comes next.

Glu enables guests to register and interact with multiple parts of the Mad Swans estate through a single profile. Gifts, credit and benefits are automatically linked to the guest, whether redeemed from a booking, a stay, or on-site.

Delivered in partnership with Umi Digital, this account infrastructure now forms the foundation of Mad Swans’ wider membership and loyalty ambitions.

With this in place, the estate is positioned to expand into shared credit, rewards and deeper personalisation - all without rebuilding the guest journey.