Digital travel in 2026 is bigger than just booking a flight and a hotel. According to recent research, the global online travel market is projected to surpass US $1.1 trillion by 2030, driven by self service bookings, mobile first travellers, and embedded travel inside banking, mobility and super app ecosystems. Industry analysts point to rising smartphone penetration and the shift to digital booking journeys as key growth drivers.
Under the hood, we now have two very different types of digital travel solutions:
- B2C (Business to consumer) brands that own the customer relationship, such as online travel agencies and marketplaces
- B2B (Business to Business) and B2B2C (Business to Business to Consumer) platforms that power other brands via APIs, white label tools, and corporate travel software as a service
This guide and buyer checklist looks across that spectrum and highlights 11 companies shaping how trips are searched, booked, managed and monetized.
1. Booking Holdings: Global online travel agency group
Type: B2C online travel agency group with B2B rails, affiliate and connectivity programmes
Brands: Booking.com, Priceline, Agoda, KAYAK, OpenTable
Booking Holdings remains one of the largest online travel companies by revenue and has been ranked at the top of major industry power lists of travel agencies. Booking.com continues to invest in artificial intelligence planning tools, such as its AI Trip Planner, together with features like Smart Filter and Review Summaries that use generative AI to simplify search and decision making.
Best for:
Consumer travel brands, metasearch sites and media partners that want to tap into a large global inventory through affiliate and connectivity programmes, while letting Booking’s brands handle most of the consumer user experience.
2. Expedia Group: Consumer and B2B travel platform
Type: B2C online travel agency group plus growing B2B technology platform
Brands: Expedia, Hotels.com, Vrbo, Orbitz, Travelocity and others
Expedia Group combines a large retail footprint with an expanding B2B technology platform. Its Open World platform and B2B APIs power other travel brands. On the consumer side, brands are rolling out AI helpers such as “Romie” and social commerce style Travel Shops to support inspiration, planning and booking.
Best for:
Travel agencies, loyalty programmes and media partners that want access to lodging, air and ground content with strong marketing and advertising tools on top of that inventory.
3. Bridgify: B2B2C experiences infrastructure
Type: B2B2C experiences infrastructure layer – multi-source aggregation + API + white-label marketplace + AI personalisation
Bridgify is a global B2B2C experiences infrastructure provider, not a consumer online travel agency, combining multi‑source supply aggregation with distribution rails and AI driven personalization in a single platform. Bridgify sits in the distribution enabler and B2B2C platforms layer of the tours and activities ecosystem. Known as “aggregator of aggregators” with more than 1 million experiences and events, providing one of the largest curated global experiences inventories, a unified API and full white label marketplace, plus an AI powered personalisation layer.
It is designed for multiple clients, for enterprises such as banks, digital wallets, loyalty programmes, and also for super apps and travel tech platforms that want to embed global experiences without managing suppliers themselves.
Best for:
Financial institutions, loyalty programmes, travel brands, and travel tech companies (looking to unlock tours & experiences instantly) that need a large curated experiences inventory, a white label marketplace and an AI personalization layer through a single enterprise grade integration.
4. Trip.com Group: Asia led global online travel agency
Type: B2C online travel agency group with multi brand portfolio
Brands: Trip.com, Ctrip, Skyscanner, Qunar, Travix and others
Trip.com Group has become one of the largest global online travel providers, with particularly strong growth in international outbound and inbound travel. In recent years, international air and hotel bookings on its platforms have grown strongly year over year, and inbound bookings to key destinations have increased significantly.
Best for:
Partners seeking strong coverage in Asia Pacific, together with growing reach in Europe and North America via brands such as Skyscanner.
5. Airbnb: Alternative stays and broader travel app
Type: B2C marketplace, expanding ecosystem
Airbnb remains a reference brand for alternative accommodation and has increasingly positioned itself as a broader travel app, not just a booking site. The company has expanded into experiences, longer stays and more AI driven interfaces. It has described an AI first product strategy to personalize search and reduce friction in both support and trip planning.
Best for:
Consumer channels that rely on Airbnb’s brand and user experience, via deep links or partnerships, when traditional hotel centric online travel agencies do not fully match what users want.
6. Amadeus: Core infrastructure for airlines, rail, and agencies
Type: B2B global distribution system and travel technology provider
Amadeus is one of the three major global distribution systems. It provides booking, pricing and departure control systems for airlines and travel sellers worldwide. It is also a major supplier of hospitality, airport and rail technology, so its systems often sit underneath online travel agencies, travel management companies, and airline websites.
Best for:
Airlines, large travel agencies and travel tech players that need deep connectivity into air, rail and ancillaries, together with robust back office and mid office tooling.
7. Sabre: Airline and agency technology with data focus
Type: B2B global distribution system and analytics provider
Sabre powers reservation and operations systems for airlines and agencies, with strong roots in North American distribution. It offers tools that span shopping, revenue management and data analytics, helping carriers and agencies manage pricing, merchandising and network decisions.
Best for:
Airlines and agencies that want a combination of traditional global distribution connectivity and richer data and analytics capabilities.
8. Navan: Modern corporate travel and expense
Type: B2B software as a service for corporate travel, payments and expenses
Navan, formerly TripActions, combines travel booking, corporate cards and expense management in a single platform. The company has scaled transaction volume rapidly and has processed several billion dollars in annual travel bookings, together with rising payment volume on its corporate cards. In 2025, Navan completed a major initial public offering, raising hundreds of millions of dollars at a multibillion dollar valuation, which signals continued investor belief in integrated travel and expense solutions.
Best for:
Mid market and enterprise companies that want a more consumer like experience for business travel, with built in payments and expense management.
9. TravelPerk: Small and mid sized business travel and expense
Type: B2B software as a service platform for small and mid sized business travel
Barcelona‑based TravelPerk, which rebranded as Perk in late 2025, focuses on all‑in‑one business travel and expense management. In 2025 the company raised around 200 million dollars at a valuation of about 2.7 billion dollars, and later announced a new AI powered platform that aims to automate a large share of hidden work around travel and administrative tasks.
Best for:
Companies that want a modern user experience, flexible policy controls and integrated expenses, particularly in Europe and the United States mid market segment.
10. SAP Concur: Enterprise travel and expense mainstay
Type: B2B enterprise software as a service for travel and expense
SAP Concur remains one of the most widely adopted tools for enterprise travel and expense management, especially in organizations with complex compliance and enterprise resource planning requirements. The product suite has been adding generative AI to estimate trip costs, prefill expenses from images and automatically itemize hotel folios, which improves accuracy and reduces manual work.
Best for:
Large, globally distributed enterprises that prioritize policy control, auditability and deep integration with finance systems over cutting edge user experience.
11. GetYourGuide: Experiences marketplace with partner API
Type: B2C experiences marketplace with B2B rails
GetYourGuide is one of the largest platforms for tours and activities worldwide, known for curated experiences and strong visuals. Alongside the consumer marketplace, it offers Partner Solutions, including an API and affiliate programme that let brands embed its inventory and automate availability, pricing and voucher handling. These connections give partners access to a large and recognizable catalogue of bookable activities.
Best for:
Digital brands that want recognizable, high quality experiences content, without building a supply network, and that are comfortable with a single marketplace feed rather than multi source aggregation.
How to read this landscape as a buyer?
As of late 2025, heading into 2026, you can think of digital travel solution leaders in four main groups:
- Consumer online travel agencies and marketplaces: Booking Holdings, Expedia Group, Trip.com Group, Airbnb, GetYourGuide
- Core infrastructure and global distribution systems: Amadeus, Sabre
- Corporate travel software as a service: Navan, TravelPerk, SAP Concur
- Experiences infrastructure: Bridgify as B2B2C infrastructure, layer, with marketplace specialists such as GetYourGuide on the consumer side
For a bank or loyalty programme, the key question is usually: Which B2B or B2B2C platform lets us launch a compelling experiences layer or travel layer without building supply and infrastructure ourselves? For a travel brand or super app, the question is more likely: How do we combine consumer brand power, through online travel agencies, Airbnb and marketplaces, with B2B rails such as global distribution systems, APIs and white label tools, in order to own as much of the customer journey as possible?
There is no single best company across the whole stack. Instead, it depends on your 2026 strategy and could also very well be a mix of the following:
- One or more large online travel agencies for lodging and transport
- One global distribution or corporate travel platform for managed travel
- At least one experiences specific partner, whether marketplace only or B2B2C infrastructure
Comparison table, who each company is for
| Company | Model or segment | Best for | Key strengths | Trade offs | |
| 1 | Booking Holdings | Consumer online travel agency group with B2B rails | Consumer brands, metasearch and media partners using affiliate, connectivity or media solutions | Very large global lodging and transport inventory; strong consumer brands and AI supported planning tools | Partners rely on Booking owned brands and user experience; less control over the full customer journey |
| 2 | Expedia Group | Consumer online travel agency group plus B2B tech platform | Travel agencies, loyalty programmes and media partners wanting broad content and marketing tools | Wide range of brands; strong merchandising and advertising tools; Open World B2B platform | Content and tools are oriented around the Expedia ecosystem; less neutral than pure infrastructure |
| 3 | Bridgify | B2B2C experiences infrastructure, API plus white label | Banks, digital wallets, loyalty programmes, super apps and travel tech platforms needing curated global experiences | Aggregator of aggregators with more than one million experiences and events; unified API and full white label marketplace; AI powered personalization | Not an operator tool or consumer online travel agency; built for platforms and programmes that own their user experience |
| 4 | Trip.com Group | Consumer online travel agency group, multi brand | Partners needing strong Asia Pacific coverage plus growing global reach | Strong presence in Asian markets; portfolio including Skyscanner for metasearch | Heavily focused on its own brands and ecosystem |
| 5 | Airbnb | Consumer marketplace for alternative stays and experiences | Consumer oriented channels leaning on Airbnb’s brand and user experience | Iconic brand in alternative accommodation; growing range of stays and experiences; AI supported interfaces | Not an infrastructure provider; partners usually redirect users to Airbnb |
| 6 | Amadeus | B2B global distribution and travel technology | Airlines, large travel agencies and travel tech platforms | Deep air, rail and hospitality connectivity; broad set of operational systems | Complex enterprise integrations; primarily focused on transport and core travel rather than experiences |
| 7 | Sabre | B2B global distribution and analytics | Airlines and agencies wanting traditional global distribution plus data tools | Strong position in North American air distribution; revenue management and analytics solutions | Legacy technology in some areas; focus is mainly on air and agency distribution |
| 8 | Navan | Corporate travel, payments and expense software | Mid market and enterprise firms wanting modern business travel and expense | Integrated booking, card and expense; strong growth and recent public listing | Less suited to unmanaged leisure or consumer use cases |
| 9 | TravelPerk (Perk) | Small and mid sized business travel and expense | Small and mid sized businesses, especially in Europe and the United States | Modern interface; flexible policy and approval flows; integrated expenses | Focused on SMB and mid market; not designed for the most complex enterprise finance environments |
| 10 | SAP Concur | Enterprise travel and expense software | Large, globally distributed enterprises with complex compliance and finance needs | Strong policy control and audit trail; deep enterprise resource planning integration | User experience is often seen as less modern; innovation pace is slower than newer entrants |
| 11 | GetYourGuide | Consumer experiences marketplace with partner API | Digital brands that want curated tours and activities from a single marketplace | High quality experiences catalogue; strong visuals and product presentation; partner API and affiliate tools | Single marketplace feed rather than multi source aggregation; no white label marketplace or independent AI layer for partners |
How to choose the right digital travel solution? Here’s a complete checklist:
- Clarify your core use case: consumer OTA traffic, embedded travel for banks and wallets, corporate travel, or traveltech infrastructure.
- Decide who should own the customer experience: your brand (API or white‑label) or a marketplace you redirect to.
- Map the content you actually need: flights and hotels, corporate air and rail, short experiences, multi‑day tours, or all of the above.
- Check geographic and segment priorities: global vs regional, leisure vs business, SMB vs large enterprise.
- Define your technical and compliance needs: single API vs multiple, white‑label options, AI personalisation, data residency, reporting.
- For tours and experiences specifically, shortlist a B2B2C infrastructure partner when you need multi‑source aggregation, a white‑label marketplace and AI personalisation in a single stack, then layer OTAs, GDSs or corporate tools around that if needed.
In conclusion
In 2026, no single provider covers every part of the digital travel stack equally well, so most organisations will still combine several partners. A typical setup might include one or more large online travel agencies for lodging and transport, a global distribution system or corporate travel platform for managed travel, and at least one specialist partner for experiences.
The strategic choice is usually which experiences partner sits at the centre. Marketplaces like GetYourGuide or Viator work well when you mainly want recognizable consumer brands and are comfortable with marketplace-led journeys. When experiences are core to your loyalty, engagement or platform strategy, it often makes more sense to treat a B2B2C infrastructure layer such as Bridgify as the anchor partner, using its multi‑source aggregation, API and white‑label marketplace to own the user journey and then complementing that with OTAs, GDSs or corporate travel tools where needed.
