Passkey and Nor1 Expand Upselling Capabilities for Hotels

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With mutual hotel clients seeing ADR improvements of 5% or more, Nor1 and Passkey introduce additional incremental revenue capabilities

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This real-time, data-driven approach to upselling is critical to boosting incremental revenue. The hotels using eStandby see conversion rates up to 20%. Including eStandby offers in GroupMAX is so easy for the end-user; and so effective.

Three years ago, Passkey and Nor1, the hospitality industry leaders in upsell solutions, joined forces to integrate their core products, GroupMAX™ and eStandby Upgrade™ (“eStandby”), providing hotels with groundbreaking ways to offer upsell options to group guests. In 2012, the companies’ mutual clients experienced an average ADR lift of 5% or $8.45 per room night for their group reservations.

Today, the two companies are announcing the launch of new capabilities that will allow hotels to capture even more upsell revenue from their group guests with enhanced integration of their products.

Hotels are already using GroupMAX and eStandby to provide guests with multiple options to enhance their stay. GroupMAX focuses on upsell opportunities “at the time of booking,” confirming room upgrades and other upsell components prior to check-in. Nor1’s eStandby is integrated into GroupMAX to provide guests options for upgrades that are confirmed at check-in, based on availability.

“It’s exciting to work with Passkey, the standard in group reservations, to really create more value for our mutual hotel partners by personalizing the guest experience within a group,” explains Jason Bryant, Founder and Co-CEO of Nor1. “This real-time, data-driven approach to upselling is critical to boosting incremental revenue. The hotels using eStandby see conversion rates up to 20%. Including eStandby offers in GroupMAX is so easy for the end-user; and so effective.”

With the first release of GroupMAX and eStandby producing such successful results, the companies decided to launch a second generation of capabilities to further drive upsell potential for their mutual hotel customers. In the new release, hotels will be able to leverage not only GroupMAX’s web booking engine to drive offers to guests, but also leverage the embedded email marketing suite to promote upsell offers to group guests. Consolidated upsell reporting will help hotels determine the overall effectiveness of their upselling strategies, whether at time of booking or at check-in. The new solution is being made available to hotels worldwide as of April 3, 2013.

“If you think about it, techniques for driving incremental revenue in the group space are still relatively nascent,” remarks Greg Pesik, CEO and president of Passkey. “When GroupMAX and Nor1 are deployed side by side – they have a material impact on a hotel’s ADR and RevPAR – and a lot of people thought that just couldn’t be done because ADR’s are generally considered to be fixed once a group is booked. So this is the kind of partnership we like, and more importantly, it’s the kind of partnerships that clients truly appreciate.”

For more details on how eStandby Upgrade works with GroupMAX, visit You can also visit Nor1’s exhibit at Passkey’s upcoming user conference, Passkey Housing Forum 2013, held May 14-16 at the Fontainebleau Miami Beach.

About Nor1, Inc.
Nor1, Inc. is the technology leader in upsell solutions. Headquartered in Silicon Valley, Nor1 provides data-driven pricing and merchandising solutions to maximize incremental revenues for hotels and resorts worldwide such as Hilton, Hyatt, InterContinental, Fairmont and Kempinski Hotels. Nor1's patented, dynamic decisions intelligence engine, PRIME®, powers Nor1's scalable upsell platform including its signature eStandby Upgrade® and the FrontDesk Upsell™.

Nor1 is creating the fusion between technology and guest experience. It’s that combination of expertise and skill that have set Nor1 apart and continues to attract technology’s most distinguished investors such as Concur (CNQR), Goldman Sachs and Accel Partners. For more information, please visit

About Passkey International, Inc.
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, Singapore and Hong Kong, 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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Lindsay Faria
Passkey International
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