Alike launches build-your-own tourist passes in Sydney and Melbourne

Alike has launched customizable tourist passes in Sydney and Melbourne, letting travelers choose only the attractions they want instead of buying preset bundles. The move marks the company's expansion into Australia and reflects a broader shift toward more personalized city travel.

Why it matters: - The new passes give travelers more control over what they buy, which can reduce waste from unused attractions and make city sightseeing feel more personal. - Alike is also expanding its city-pass model into Australia, adding two major travel markets to a platform already used in London, Singapore, Paris, Dubai and Abu Dhabi.

What happened: - Alike launched the Sydney Tourist Pass and Melbourne Tourist Pass in Australia. - The passes use Alike's Build Your Own Pass model, which lets travelers assemble a pass from attractions they actually want to visit. - Sydney travelers can choose from 11 attractions, including the Sydney Opera House, Taronga Zoo Sydney, SEA LIFE Sydney Aquarium and Sydney Tower Eye. - Melbourne travelers can choose from 17 attractions, including Melbourne Zoo, Melbourne Museum, Peninsula Hot Springs and Melbourne SkyDeck. - The launch marks Alike's expansion into Australia.

The details: - Sydney's pass centers on bucket-list attractions and includes wildlife, sightseeing, cruises and Blue Mountains experiences. - Melbourne's pass takes a broader family and wildlife-led approach, with Melbourne Zoo at the center and options that include museums, hot springs, Phillip Island and Melbourne SkyDeck. - The passes are part of Alike's broader connected travel experience, where travelers can discover experiences, build a pass and purchase in one place. - Eia, Alike's AI travel twin, is designed to help travelers get inspired, plan a holiday, book what they need and stay supported through the trip and beyond. - Alike says its model is designed to create a more connected journey rather than another standalone booking. - The company points to its work with tourism organizations and destination partners as part of the foundation for the rollout. - Alike's Official Abu Dhabi Pass, built with Abu Dhabi's Department of Culture and Tourism on Alike's proprietary Infinity platform, was deployed in eight weeks. - Alike says that compares with an industry norm of 18 to 24 months. - Booking.com's 2026 Travel Predictions found that travelers are moving beyond one-size-fits-all itineraries toward trips shaped around individual interests, passions and personalities. - The research covered 29,733 travelers across 33 countries and territories, including more than 1,000 Australian travelers.

Between the lines: - The launch fits a wider travel trend toward personalization, where city products are increasingly being sold around flexibility instead of fixed bundles. - Alike is positioning its passes as part of a larger planning-and-booking ecosystem, not just a discount product. - The company is also signaling that it can move faster than traditional tourism tech rollouts, using the Abu Dhabi deployment as a proof point.

What's next: - Sydney and Melbourne now become the latest test cases for Alike's build-your-own pass approach. - The company is likely to use these markets to deepen its Australia presence and build on its destination-partner model. - Travelers can expect Alike to keep tying its pass products to Eia and the rest of its trip-planning tools.

The bottom line: - Alike is betting that flexible, self-built city passes will resonate more than preset tourist bundles as travelers demand more personalized trips.