FlexiRoam Signs Dragonpass Partnership for Hotel and Hospitality Loyalty Programs

FlexiRoam (ASX: FRX) has signed a two-year connectivity partnership agreement with Dragonpass Global that gives the connectivity provider a new distribution channel into travel loyalty and hospitality programs.

The partnership embeds FlexiRoam connectivity into Dragonpass offerings for enterprise clients and partner programs, extending the channel-led model FlexiRoam has been building across other sectors.

Its first use is a three-month campaign supporting one of the world’s largest hotel loyalty programs, operated by an unnamed top-three global hotel group, with new members offered a FlexiRoam global mobile data reward.

Management’s current planning case indicates the initial campaign could generate about US$100,000, equivalent to roughly A$140,000, although there is no minimum volume or revenue commitment and actual revenue may differ materially.

Dragonpass to Provide Global Reach

Dragonpass reports more than 40 million members across over 130 countries, as well as access to more than 1,400 airport lounges and relationships with more than 400 major brands, while distributing travel benefits on behalf of more than 200 banks, card issuers, and telecommunications providers.

Under the agreement, Dragonpass can include FlexiRoam mobile data in the benefits it offers to participating brands and programs, with FlexiRoam earning a fee for each data entitlement issued.

The first campaign provides new hotel loyalty members with 3 gigabytes of global data for use over 10 consecutive days across more than 150 countries, with activation through a FlexiRoam microsite and WhatsApp agent and no application download required.

Members will also be able to purchase additional data through the agent, while Dragonpass may offer the reward on its own or bundle it with lounge access, fast track or other benefits.

Channel Strategy Framework

The agreement begins on execution for an initial two-year term and will renew automatically each year, while additional campaigns across other Dragonpass partner programs, products, and markets can be added subject to agreement.

FlexiRoam views the partnership as its fourth vertical for the embedded-data model, extending a strategy already applied in financial services and travel insurance and being pursued in enterprise connectivity.

The company had previously identified loyalty as a sector for further channel expansion and hotels as another industry where it saw potential for the same model.

“Dragonpass is the kind of partner our whole strategy is built around—they sit inside the reward programs that hotel and travel brands run, and they have spent two decades earning that position,” chief executive officer Jefrey Ong said.

“This is our model working the way we said it would: find the partner who already knows the customer, put our data inside what they offer, and let the platform do the rest.”