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Helping Hotels Turn Their Group Guests Into a Dynamic Marketing Force

ORLANDO, FL - FEBRUARY 14, 2014 - Passkey and today announced the successful integration of their platforms and launch of a new online toolset that allows hotels for the first time to turn their group guests into trusted brand advocates, creating a new marketing force for every event.  These marketing forces create a significant, measurable impact for both the group and leisure business of a hotel.

"For years, Passkey has been helping hotels maximize revenue from their groups," noted Sam Fahmy, Senior Vice President, of Corporate Development and Marketing. "The integration with is one more step in that process. It allows hotels to create new revenue opportunities by turning group guests into trusted advocates. For our customers, groups often represent 20% or more of their overall business. Now by adding to the mix, they can use those guests as part of their overall marketing reach. Imagine if people who are coming to your hotel for a specific event can attract people who are not coming to the event to your property. That's how powerful this is." 

The integration was originally developed for the Caribe Royale Hotel in Orlando, Florida. Gerald Urquiola, General Manager of the Caribe, shared his thoughts on the integration. "We originally started using to market into the social networks of our transient customers. However, we realized that it could be just as effective with our group customers. We talked to and Passkey and they were excited and eager to help us achieve this goal. They worked together to integrate and to help us tap into the power of our group customers. We've been very happy with the integration and are seeing excellent results. Now we have the ability to turn even more guests into brand advocates." helps Passkey customers create advocates who build strong, trusted brand connections with a group guest's friends, relatives and colleagues around the world. creates a unique marketing experience based entirely on the interest of the guest's social connection, whether they're a fellow attendee of the event or just a friend who's interested in the hotel where the group is staying. 

"Passkey has been a leader in the group space for almost two decades. They help hotels seamlessly manage and understand the value of group business," added Kristi White, VP of Global Sales Strategy for "Partnering with a company that has created such a valuable resource is a perfect alignment for us. Group business is a huge part of the business strategy for thousands of hotels. With this integration, those hotels can potentially turn all of their customers into advocates not just their transient customers. The customers that have participated in our beta test are turning 15% of their group guests into advocates and driving thousands of potential new guests to their website."

To find out more about how can help create a significant, measurable impact for your hotel, please get in touch with Kristi White at or visit

About is a brand advocate platform for hotels that turns their guests into engaged advocates to boost brand awareness and earn new guests. Launched in 2010, is a platform designed to reach travelers around the world in a natural, trusted way and have a significant, measurable impact on a hotel's bottom line. Find out more at

Contact: Kristi White / +1.817.704.3930

About Passkey

Passkey ( is the travel industry's leading hotel booking technology for meetings and events. The Company's cloud-based platform, GroupMAX, is used by thousands of hotels, destinations and meeting planners worldwide to manage the hotel accommodation process for events of every size. At the heart of GroupMAX is the ability for group guests to book their hotel rooms online in event-specific booking websites while enjoying multiple stay and upgrade options. With offices in the US, the UK and Singapore, the Passkey global network now includes over 90% of major US and UK Convention and Visitors Bureaus, as well as a wide range of hotels, casinos, resorts, meeting planners, corporations and meeting management companies.

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