by Matt Alderton | July 30, 2013
Passkey has launched a new version of its popular GroupMAX platform, used by destinations, hotels and planners to manage group hotel reservations, it announced this month.

Called GroupMAX 2, the latest iteration of GroupMAX is being marketed by Passkey as the travel industry’s first “upsell-centric” hotel booking engine, designed to maximize hotel revenue by making it easy for meeting attendees to upgrade their guest rooms.

“Groups and events account for about a third of all hotel bookings, or about $100 billion in annual hotel revenue worldwide,” Passkey explained in a news release. “For a vast majority of events, rooms and rates are contracted in advance by meeting planners, and reservations are made via phone or Excel spreadsheet, leaving little room for attendees to upgrade their stay, for event organizers to drive more bookings or for hotels to generate up-sell revenue.”

GroupMAX 2 seeks to change that by incorporating into the group booking engine dedicated upselling pages where meeting attendees can shop for room upgrades and extended stays, as well as other add-ons, such as Wi-Fi, meal specials, parking, late checkout and spa services — all of which can be customized with offers tailored to specific groups or sub-groups of attendees.

Likewise, GroupMAX 2 includes so-called “Promo Cubes” that can be placed on any page of the booking process, allowing hotels and meeting organizers to easily promote hotel services, local attractions and activities, or meeting sponsors.

Other key features are a dedicated event “showcase” page — a branded landing page and entry point customized to each event — and social media integration, allowing attendees to drive their peers and colleagues to the event’s private booking website.

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