Justin Steele, vice-president for product at travel commerce platform Switchfly, agrees that passengers have to be at the heart of the solution. Switchfly launched its own IROP Management solution in August 2017 to give stranded passengers hotel choices and give airlines access to deeply discounted rates. This hooks into airline departure control systems and back-end functionality. Business rules allow airlines to specify the service offers for their passengers. However, the true upside of the disruption situation for Steele is the opportunity to generate ancillary revenue.