Bank co-branded credit cards are a terrific place to start learning about banks. Companies poo-poohed Shell Oil, the first credit card, arguing that consumers would use their Shell Master Card at an Esso. That is…until they realized the treasure trove of data that came out of the card relationship, and how those insights could be used to create new value bundles that provided new ways to either offer price incentives, or shape capacity utilization.

Likewise, the hotel guest folio holds the promise of a similar experience, if you are willing to rethink your definition of “checking in” — does this happen when you book, or when you show up on premises? A guest that uses their hotel folio to make purchases throughout their travel experience has a “higher authority” that they can appeal to if their experience is bad. Don’t like how your airline trashed your guitar? Your hotel brand could be there to help fill in the gaps in your experience, helping you source alternatives while helping you in your negotiations to get your guitar fixed.

It is not dissimilar to the experience of sharing your experience at a local restaurant — good or bad — with the hotel staff. If anyone is attending the Travel Innovation Summit next week – this is a great thought-starter for ancillary revenue!