Great Wolf Lodge is celebrated for creating unforgettable family experiences.

However, families and their children had to carry physical Wolf Passes at all times in order to use the inclusions in their pre-paid packages. Passes were easily lost, damaged, and or left behind in the guest room, and weren't connected to the Great Wolf App in any way.

For customers, this meant having trouble tracking which inclusions they had purchased and used, and wasting time retracing long walks back to their rooms to find passes or waiting at the front desk for a replacement.

For Great Wolf Lodge, this also meant less Wolf Pass sales for returning customers who wanted to reduce hassle on future visits. It was also a missed opportunity to gather app data on which inclusions guests use and increase their awareness of personalized offers.