Why do you need a new token? Why not allow purchasing with ETH?
ALLY is UTILITY token.
It has service use ability and can be used with any person who hold the token.
First option is definitely Mobile Internet buying ability which EVERYONE need now.
Traveler`s life become so sweet when he has ability to use Internet just after landing hassle free.
Can use maps and navigation applications, find transport, accommodation or even exchange his ALLY coins to local currency in the future and so on.
ALLY Token holders can buy mobile Internet with big discounts so it give them ability to resale the mobile Internet with good profit.
Also ALLY tokens used as a part of Internet voucher management system ledger as a part of whole TripAlly solution.
I think it would be nice that you would offer rewards points to those who will buy mobile internet using Ally tokens. So that they will continue to buy tokens in purchasing mobile internet like additional minutes of use.