Smart Destinations Launches White-Label Channel Program for Travel Industry Partners

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Capability Expands Distribution of Go City Cards and Enables Partners to Provide Exclusive, Branded Attraction Passes to Customers

Smart Destinations, provider of multi-attraction passes designed to save travelers time and money, today announced the launch of a new program that offers white-label products and services to select industry partners. This capability expands the distribution of the Company’s attraction passes and enables partners to provide their customers with fun, affordable and convenient access to the country’s top attractions under the umbrella of their brand.

With Smart Destinations’ white-label program, select airline, hotel and cruise partners can now provide their customers direct, branded access to Go City Cards and Explorer Passes, the leading multi-attraction passes for top U.S. destinations. Currently, Smart Destinations is working with several partners across multiple industry channels, including the hotel, airline and cruise spaces, such as Virgin Holidays, RCI, Hilton Grand and Shorex Travel (a Cruise Shore Excursion operator based in the U.K).

"By creating custom products for our partners, we can help them extend the value of their brand and benefit from more engaged and satisfied customers. Travelers benefit from exclusive deals that will enhance their travel experience and make planning a trip that much easier,” said Cecilia Dahl, President and Founder of Smart Destinations.

Partners can leverage this program to:

  •     White-label one of Smart Destinations’ 14 existing attraction passes, associating it directly with the their brand and logo
  •     Develop a custom attraction pass with hand-picked attraction options, designed specifically to enhance the partner’s current travel offering or promotion
  •     Create a customized website, branded with their logo, where their customers can purchase Go City Cards and Explorer Passes

One of the first to participate in the Company’s custom card programs is Virgin Holidays, which launched an initiative with Smart Destinations earlier this year as part of an effort to provide additional value to their airline customers. Partnering with Smart Destinations, Virgin Holidays created an exclusive package for travelers to Orlando. Virgin Holidays’ customers can purchase a Smart Destinations’ Explorer Pass with the choice of four attractions – a version of the Company’s product not offered through any other channel. A Virgin Holidays exclusive, this pass is sold as the ‘Do More See More Play More Pass’ and it makes it easy for Virgin Holidays customers to visit the best Orlando attractions, while saving money and enjoying extra bonuses like skip-the-line privileges at select attractions.

“At Virgin Holidays it’s about the entire travel experience. More and more, we’re hearing from our customers that they are looking for fun, affordable and convenient ways to experience Orlando once they get there – and that they’d like that help from us,” said Gary Orr, Virgin Holidays Executive. "Our partnership with Smart Destinations helps us meet this demand. Smart Destinations listened carefully to our suggestions and needs for the concept and developed an exclusive product offering for Virgin Holidays, improving on the already great value of the Smart Destinations Explorer Pass program. By providing Smart Destinations' multi-attraction passes, we are able to extend our brand value to travellers by offering them access to the best attractions in Orlando in a convenient package. I believe this offer will be very popular and prove a great option for Virgin Holidays customers visiting this great city."

RCI and Hilton Grand hotels, along with several other leading hotel chains, are also leveraging the white-label capability from Smart Destinations to offer access to multi-attraction passes via a custom website that is branded specifically for each hotel chain. Shorex, a prominent British cruise industry shore excursion provider, is offering a customized multi-attraction pass for cruise ship passengers. The pass is developed specifically for Shorex and features entry into the top attractions at selected ports.

“By developing this card in partnership with Smart Destinations, we have been able to offer a new and unique product to UK travel agents and cruise operators, enabling them to differentiate themselves from their competitors, while at the same time enhancing the consumer experience,” said Tom Allen, Director and Co-Founder at Shorex Travel.

For more information, visit

About Smart Destinations
Smart Destinations is the provider of Go City Cards, the only multi-attraction passes that maximize the fun, savings and convenience of sightseeing with flexible purchase options for every type of traveler. Available online and at walk-up retail outlets, Smart Destinations’ Go City Cards provide admission to more than 500 attractions across 14 North American destinations, including Oahu, New York City, Chicago, and San Diego. The passes come with valuable extras, including the ability to skip the line at select attractions and comprehensive city guides that offer insider tips and bonus discounts on shopping and dining. All of Smart Destinations’ passes leverage the company’s patented technology and the industry’s largest network of attraction partners to save consumers up to 55% compared to purchasing individual tickets. The company is headquartered in Boston, MA. For more information, visit

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