‘High-quality pass reinforces brand experience’

Exclusive metal variant as premium hotel experience

In the upper segment of the hotel industry, it's all about experience, appearance and distinctiveness. According to Carlo van Os, owner of Leeuwarden-based Just Cards, metal passes can play a surprisingly powerful role in this. “A metal pass immediately feels different from a plastic card. It is heavier, more solid and exudes luxury. With that, as a hotel, you really give something away to your guest.”

Van Os has a background in graphics and has owned Just Cards since 2011. The company produces a variety of cards: from customer passes and membership cards to access passes and gift cards. A few years ago, he introduced metal cards as a premium alternative.

According to Van Os, the power of metal passes is mainly in the experience. Whereas a standard plastic pass is purely functional, metal adds emotional and visual value. “A metal pass immediately feels different. Heavier, sturdier and more luxurious. As a guest, you notice that difference immediately. Especially for luxury hotels or boutique hotels, this can be a great way to strengthen the brand experience,” he says.

Design object

The badges are available in various designs: gold, silver, bronze or matt black, with engraving, etching, stamping or printing. QR codes, barcodes or chips for access control can also be integrated. The metal passes can also be fitted with a chip, making them also usable as key cards/keycards.

“Everything can be personalised. Logos can be engraved, texts punched and even transparent cut-outs are possible. With this, each pass becomes a small design object that matches the look and feel of the hotel.”

Exclusivity

According to Van Os, the added value is not only in the material, but especially in the exclusivity that comes with it. “A guest wants to feel appreciated and special. When you hand over a metal VIP pass instead of a standard plastic one, you immediately make a statement.”

Applications within hotels are versatile. Metal passes can serve as exclusive VIP passes that give guests access to specific privileges.

“Think of a room upgrade, a bottle of champagne, a wellness treatment or a special package. The details are up to the hotel. But the metal pass makes it tangible. It enhances the feeling of exclusivity.”

Van Os also sees a lot of potential as a luxury gift card. “Companies can give their business associates a metal card that entitles them to an overnight stay or dinner, for example. That makes much more of an impression than a standard gift card.”

Premium look

An appealing cooperation is the one with Sanadome Hotel & Spa Nijmegen. For this four-star hotel with wellness facilities, Just Cards produced a luxury gift card with matching packaging.

The card is barcoded and can be ordered online with a free amount. At the counter, the credit is simply scanned. “The gift card has really become part of the Sanadome experience,” says Van Os. “It ties in with their premium image.”

Stronger brand perception

That metal passes enhance brand perception is also demonstrated by a project for luxury handbag brand Nikiforov. For this high-end label, Just Cards developed a golden metal gift card that customers receive when purchasing a bag. “The brand stands for style and exclusivity. The gold metal pass fits perfectly with that,” Van Os says. “It shows how a physical, high-quality pass can enhance the brand experience. The same applies to hotels.”

Niche product 

“It remains a niche product, but one with a lot of potential. Luxury hotels in particular are looking for ways to differentiate themselves and offer guests a special experience. With a metal pass, you give not only a functional tool, but also a sense of value and exclusivity. It's a small gesture with big impact.”