This study is devoted to the development of the project optimization of the club loyalty program at a small hotel on the basis of the “Loyalty program discount accrual” business process. Throughout the research the authors examine a typical model of this business process and describe the main theoretical and methodological aspects of the formation and improvement of the loyalty program. As a result, the authors articulate the main elements and features of the automated loyalty program management system and develop the model of the “Optimization of the club loyalty program” business process.