B2B distribution by 2036: How technology and geopolitics are changing the game for agencies
Joint research from platforms RateHawk and Phocuswright provides operational guidance for navigating an increasingly complex and fragmented travel sales landscape.
New economic realities, such as inflation and rising fuel costs, combined with geopolitical instability, are constantly changing customer habits. Instead of long-term planning, travellers are now turning to spontaneous, last-minute decisions and showing extremely high price sensitivity. For agencies, TMCs and tour operators, this means only one thing – risk management and flexibility of offer are becoming key prerequisites for survival.
Technological consolidation and the power of API infrastructure
Market conditions, from Introduction of NDC do rasta izravnih povezivanja, tjeraju profesionalce na napuštanje rascjepkanih sustava. Anketa provedena među 1.300 stručnjaka pokazuje da održavanje koraka s brzinom koju klijenti očekuju predstavlja golem izazov za četvrtinu ispitanika. Rješenje leži u prelaženju na “all-in-one” platforme i jačanju API infrastrukture. Stabilne veze omogućuju brzu reakciju na promjene i lakšu integraciju različitih kanala distribucije, što izravno utječe na brzinu odgovora prema krajnjem kupcu.
Artificial intelligence is taking over administration
Although 57 percent of tourism professionals view artificial intelligence positively, the focus is shifting from theory to concrete operational tasks. Nearly half of respondents are ready to delegate repetitive processes to AI agents. This includes invoice tracking, visa regime checks, and external risk assessments. Automating these steps frees up space for what technology cannot replace – human advice. Despite digitalisation, the value of agents is increasing in crisis situations and when resolving complex itineraries.
Product diversification and simplified payments
The new generation of travellers brings visual and immediate demands shaped by social media. To meet these hybrid needs, companies must diversify their inventory and introduce flexible rebooking options. The fluidity of financial transactions is also becoming an equally important segment. The integration of various payment methods, such as pay-by-link options, instalment plans, and instant bank transfers, is recognised as a necessary step to reduce abandonment rates over the next decade.
View research findings Here
