The travel experiences market is growing quickly, but the digital infrastructure behind it has not kept pace. Arival and Phocuswright valued tours, activities, and attractions at $271 billion in 2025 and expect the sector to reach $340 billion by 2029. Yet only 33% of gross bookings for experiences were made online in 2025, roughly half the 64% rate across global travel.
That gap points to a significant distribution opportunity: traveller demand is rising, but the supply behind those experiences remains deeply fragmented across marketplaces, aggregators, regional providers and operators, making it difficult for enterprises to access, standardise, personalise and distribute experiences at scale.
McKinsey and Skift found that 90% of 86 surveyed travel executives use generative AI in some capacity, but siloed data and incompatible systems continue to limit personalised, real-time experiences at scale. In other words, the next phase of growth will depend not only on smarter customer facing tools, but also on the infrastructure connecting fragmented supply with relevant, bookable inventory.
What is travel experiences infrastructure?
Travel experiences infrastructure is the technology and operational layer connecting fragmented tours, activities, attractions, events, and other bookable inventory with enterprise distribution. It can consolidate supply, normalise content, support booking and servicing workflows, and deliver inventory through APIs, white-label marketplaces or embedded customer journeys.
Unlike a consumer OTA, an infrastructure platform can power another brand’s app, website or loyalty programme. It also differs from operator reservation software, which primarily helps individual suppliers manage their own products and bookings.
Why is travel experiences inventory so fragmented?
Experiences are less standardised than flights or hotels. A museum ticket, food tour, sporting event and private excursion can each use different product categories, participant types, time slots, booking cut-offs, pricing rules, languages, currencies, vouchers and cancellation terms.
Supply is also spread across global marketplaces, regional specialists, local operators and ticketing providers. Each source may bring a different API, content structure, commercial agreement and servicing workflow.
Why are enterprises moving from multiple supplier integrations to one infrastructure layer?
A direct supplier connection creates ongoing work after launch. APIs change, product records need remapping, availability must be monitored, and booking exceptions require support.
An infrastructure layer can reduce that burden by giving the enterprise one technical access point while maintaining several supplier connections behind it. This can accelerate launch and make it easier to expand inventory without building and maintaining every supplier integration independently. This simplifies travel API integration and content management without removing supplier-specific commercial or operational rules.
How does multi-source travel inventory aggregation work?
A multi-source travel inventory aggregation platform connects several supplier networks, maps their records into a common schema, and distributes the combined inventory through one environment. Search, availability, booking, and servicing requests are then routed to the relevant source. The value extends beyond technical simplification. A unified infrastructure layer can help enterprises launch faster, expand supply more easily, personalise what customers see and create new revenue opportunities without building and maintaining separate integrations for every supplier.
When a platform consolidates inventory from several established marketplaces or aggregators, it is sometimes described as an “aggregator of aggregators”. Buyers should look beyond source count and examine normalisation, duplicate handling, localisation, price reconfirmation, merchant responsibilities and post-booking support.
What is the difference between single-source and multi-source experience platforms?
Neither model is automatically better. The right choice depends on destination coverage, product categories, commercial structure, and the level of customer-journey control the buyer needs.
Marketplace vs travel experiences infrastructure platform: What’s the difference?
A marketplace primarily distributes inventory from its own ecosystem. It may offer an API or affiliate programme, but the partner generally works within that marketplace’s catalogue and operating model.
An infrastructure platform is designed to power distribution for other brands. It may combine several supply sources with normalisation, APIs, white-label technology and embedded customer journeys. Marketplace access and infrastructure can both be useful, but they solve different architectural and commercial problems.
Which travel experiences infrastructure platforms stand out in 2026?
The four platforms below occupy adjacent positions in experiences distribution, representing different routes to enterprise distribution: from multi-source infrastructure and GraphQL-led commerce to established marketplace and attraction-led models. Each is presented by bestfit use case rather than as a universal winner.
1. Bridgify – Best for enterprise multi-source travel experiences infrastructure
Bridgify combines multi-source experiences infrastructure with enterprise distribution, AI-powered personalisation and flexible commerce capabilities. It enables travel brands, banks, fintechs, loyalty programs and other enterprises to access, personalise and monetise more than one million curated experiences across multiple suppliers and aggregators through a unified API or fully branded white-label marketplace.
Best for: Enterprises seeking a single infrastructure layer to access and distribute multi-source experiences inventory, enable personalisation and create new revenue opportunities.
What to evaluate: Destination coverage, localisation, journey ownership and the appropriate commercial model.
2. Holibob – Best for GraphQL-led experiences commerce
Holibob’s GraphQL API allows authorised partners to query products and availability and create and confirm bookings. Its partner environment also includes sandbox access, administration tools and consumer-facing white-label sites. This gives developer led teams flexibility to build and test customised experiences journeys before moving into production.
Best for: Developer-led teams that prefer GraphQL and want a customised experiences journey.
What to evaluate: Inventory fit, authentication, payment configuration, production approval and the route from testing to live bookings.
3. GetYourGuide Partner Solutions – Best for one established marketplace ecosystem
The GetYourGuide Partner API provides REST/JSON access to GetYourGuide’s tours-and-activities marketplace through secured partner access. It is a single marketplace route rather than a multi-source aggregation layer. This can suit brands that prioritise access to an established catalogue over sourcing inventory from multiple independent networks.
Best for: Brands that want access to one recognised experiences catalogue through a marketplace-led model.
What to evaluate: Partner eligibility, API scope, catalogue fit, checkout ownership, branding and post-booking responsibilities.
4. Tiqets – Best for attraction-led distribution
Tiqets’ (part of Expedia Group) Distributor API covers product content, live availability and pricing, booking creation and cancellation, webhooks and booking change notifications. Its catalogue is particularly relevant to museums, landmarks, attractions and other ticketed venues. This makes it a strong fit for businesses whose experiences strategy is centred on bookable attractions and cultural inventory.
Best for: Businesses building an attraction-heavy proposition.
What to evaluate: Distributor access, category and destination coverage, checkout ownership, voucher delivery, servicing responsibilities and cancellation workflows.
How do leading travel experiences infrastructure platforms compare?
The tables below compare capabilities and technical materials reviewed in August 2026. “Verify,” “Not publicly specified” and “Not publicly confirmed” indicate that the available sources did not establish the capability or its full scope; they do not mean that the capability is unavailable.
Platform architecture and distribution
This comparison shows how each platform sources, normalises and delivers experiences inventory, including the technology and distribution options available to enterprise partners.
Commercial and operational considerations
This comparison examines the inventory models, availability capabilities and implementation support that can affect how an enterprise launches, operates and scales its experiences offering.
Which platform is best for multi-source experiences distribution?
Enterprises that need inventory from several independent supplier networks should prioritise platforms that can aggregate and normalise that inventory through a unified technical layer.
In this comparison, Bridgify is the clearest fit for that requirement, combining inventory from multiple suppliers and aggregators with normalisation and a unified API. Holibob provides a GraphQL-led experiences commerce solution. GetYourGuide provides its own marketplace ecosystem and Tiqets focuses on attraction-led inventory.
The right choice depends on whether the buyer needs multi-source breadth, a GraphQL-led implementation, access to one established marketplace, or depth in museums and attractions.
How can OTAs access multiple experience suppliers through one integration?
An OTA can integrate with a multi-source infrastructure provider that already connects and maps several supplier networks. The OTA works with one technical layer instead of maintaining a separate API and content model for every source.
Whether this also provides one contract access depends on the infrastructure provider’s commercial model. One integration can consolidate technical access, but it does not automatically mean every source is covered by one universal contract.
Before launch, OTAs should define contracting, payments, merchant-of-record responsibilities, cancellations, refunds and traveller support before comparing individual API features or endpoints.
Which platform is best for banks, fintechs and enterprise brands?
Banks, fintechs and loyalty programme operators should compare deployment options, branding control, localisation, commercial structure, payments, servicing, security, compliance and internal development requirements.
For these organisations, the experiences offering normally needs to fit within an existing digital ecosystem rather than operate as a standalone travel marketplace. Buyers should therefore consider whether experiences can support points redemption, cashback, cardholder benefits or direct purchases, as well as who controls checkout, customer data and post-booking support.
There is no universal best platform for this buyer group. The right choice depends on the customer journey the organisation wants to own, the reward or payment model it intends to support, and the operational responsibilities it is prepared to manage.
How does AI personalisation fit on top of experiences infrastructure?
Infrastructure solves access and consistency; personalisation addresses relevance. An AI recommendation becomes commercially useful only when it connects traveller intent with suitable inventory, current pricing, availability and a functioning booking path.
This requires more than access to a large catalogue. Product information must also be sufficiently structured and normalised for the personalisation layer to identify relevant options across different inventory sources.
This is why AI is most valuable when layered on top of dependable experiences infrastructure rather than operating as a separate source of suggestions. Bridgify’s model for example reflects this approach by combining multi-source inventory infrastructure with an AI-powered personalisation layer.
What should enterprises look for in a travel experiences infrastructure provider?
Evaluate the complete operating model:
- Supply architecture and priority-market coverage
- Content normalisation and duplicate handling
- API, white-label and embedded deployment options
- Security, compliance, data ownership and integration requirements
- Affiliate, merchant and payment responsibilities
- Availability and price reconfirmation
- Vouchers, changes, cancellations and refunds
- Languages, currencies and localisation
- Personalisation, reporting, support and scalability
- Personalisation capabilities and the data used to support recommendations
- Reporting, analytics and performance visibility
- Implementation support, service levels and ongoing account management
- Scalability, reliability and expected performance during periods of high demand
The strongest option is the one whose supply model, architecture, commercial terms and servicing responsibilities match the experience the enterprise wants to deliver.
Bottom line
The right platform depends on the enterprise’s supply strategy, technical architecture, category focus and desired level of customer journey control.
Buyers should begin by deciding whether they need access to one established inventory ecosystem or an infrastructure layer capable of combining inventory from multiple independent sources.
For enterprises that require broader supply and greater control over distribution, a multi-source infrastructure layer can reduce integration complexity while supporting API, white-label and embedded customer journeys, AI-powered personalisation and new monetisation opportunities.
Buyers should compare destination coverage, commercial terms, transaction responsibilities, post-booking support, security, compliance and implementation requirements before choosing.
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