HOTEL passes can provide valuable additional income for agents who have not previously relied on hotel bookings for commission.
The growth in flydrive and independent travel means retailers can earn commission on ground content effortlessly from clients who might not otherwise pre-book.
Passes are becoming popular with independent travellers because they allow them the flexibility to adapt their itineraries as they go without altering the costs or compromising the quality of accommodation.
The product can cover a range of hotel types and is increasingly being used to book apartments as well.
Passes work to a simple formula but few hotel chains have translated the concept into a popular buy.
Two which have made their mark are the Flag Choice HotelPass – valid at over 500 properties in Australia and New Zealand – and the Liberty HotelPass – valid for Days Inn, Howard Johnson, Ramada and Travelodge properties across North America.
Flag Choice regional sales and marketing manager Madeleine Elliott said: “Hotel passes are very simple for the client and the agent but are quite complex to set up.
“The pricing structure of the pass is very important, as well as its flexibility and the consistent quality of the accommodation network.
“The places that lend themselves to flydrive – like New Zealand, Australia and the US – are ideal for hotel passes.”
Following Flag’s alliance with Choice Hotels last year, it is possible that passes could be introduced in some of the 40 worldwide destinations where Choice’s network of 5,000 hotels is strong.
Elliott said: “Flag’s expert knowledge of passes will now be available to Choice but developments will have to be very carefully considered and will be for the long term.”
More important in the short term for Flag has been the application of the Choice 2001 reservations and back-office computer systems and the greater exposure of Flag properties in markets where Choice is already strong.
Elliott said: “The market is evolving and technology is crucial. We have to meet consumer demand and in the long term this could even lead to voucher-less passes.”