Apple Wallet pass
On an Android phone using their version of Wallet (G Pay) I can add things like my Alamo Insiders card, my American Airlines Frequent Flyer card, my Hilton Worldwide card, etc.
This is all under G Pay then Passes.
I don't see any such corollary in Apple Wallet.
Is there a way to add these or does Apple only work with an actual pass like an airline ticket/pass?