top of page
  • Writer's picturePruvo

Applying Data Analytics to Optimize B2B Travel Distribution

The travel sector is no exception when it comes to the effectiveness of operations thanks to data analytics. Data analytics can be utilized to boost productivity, boost revenue, and improve the customer experience in the context of B2B travel distribution. Travel firms may learn a lot about client preferences, booking patterns, and market trends by utilizing data from a variety of sources, including reservations, customer interactions, and market trends.

The performance of B2B travel distribution operations can then be enhanced by using these insights to make data-driven decisions. In this piece, we'll examine the advantages of applying data analytics to optimize B2B travel distribution and go over realistic actions businesses can take to incorporate data analytics into their workflows.

Understanding B2B travel distribution

B2B travel distribution is essential to the travel industry because it allows travel intermediates to offer a variety of travel-related goods and services to their clients and gives suppliers access to a larger market.

B2B travel distribution has historically relied on manual procedures like phone and email communication, the use of fax machines (those of you born after 1992 might need to Google that term), and the usage of paper-based documentation. When seeking availability and pricing information, travel brokers would speak with suppliers directly before manually entering the data into their own systems. It took a lot of physical labor and time to make reservations and provide confirmations. Additionally, intermediaries frequently kept their own stock of travel-related goods and services, which they would manually update as they got fresh information from suppliers. These outdated techniques for optimizing B2B travel distribution required a lot of labor and frequently led to mistakes and delays. Additionally, it made it more difficult for intermediaries to manage price and inventory, which could result in overbookings and revenue losses.

Pruvo increases your hotel booking profitability

In comparison to earlier ways, modern-day B2B distribution techniques have significantly advanced. The process is now much more accurate and efficient thanks to automation and technology. Utilizing Global Distribution Systems (GDS) and technology platforms like Travelport, Sabre, and Amadeus is the most popular modern technique. Through a single point of access, these systems enable travel brokers to access a broad range of travel products and services from several vendors. Additionally, they enable real-time availability and pricing updates, which makes it simpler for intermediaries to manage inventories and prices.

Additionally, a lot of travel agencies now employ APIs (application programming interfaces), to connect their systems to those of suppliers and other middlemen. This gives businesses the ability to automate procedures like reservations, confirmations, and inventory changes, which further boosts efficiency and lowers the possibility of mistakes.

Benefits of leveraging data analytics

Applying Data Analytics to Optimize B2B Travel Distribution

The following benefits and optimizations can result from the application of data analytics in B2B travel distribution:

Enhanced Efficiency: Data analytics can assist travel intermediaries in automating procedures like reservations and inventory updates, lowering the need for manual labor and the possibility of mistakes. For instance, a company can utilize data analytics to determine the hotels and regions that are most frequently booked, then bargain better terms and prices with those suppliers.

Increased Revenue: Travel intermediates can learn a lot about client preferences, booking habits, and market trends by studying customer data. They can use these insights to refine their pricing tactics and find new sources of income. For example, travel companies can use data analytics provided to them by Pruvo’s B.I within our repricing solution identify suppliers that offer better rates and re-negotiate with them better terms in exchange for more volume.

Enhanced Consumer Experience: By recognizing and catering to the particular needs and preferences of various customer segments, data analytics can also be utilized to personalize the customer experience. For instance, a company can utilize data analytics to find clients who frequently take vacations and then offer them holiday packages including excursions and activities catered to their preferences.

Better supplier management: Data analytics can give intermediaries a better insight of the performance, inventory, and price of their suppliers, allowing them to optimize their collaborations and bargain better rates and conditions.

Better Inventory Management: By giving intermediaries real-time inventory visibility, data analytics can assist businesses in identifying overbookings, underbookings, and potential revenue losses.

Increased profitability: Intermediaries can ultimately boost their profitability by leveraging data analytics to boost productivity, revenue, and customer satisfaction.

Data analytics implementation in B2B travel distribution

Following are the steps involved in applying data analytics to optimize B2B travel distribution:

Data Gathering: The initial phase entails gathering information from multiple sources, including reservations, client interactions, and market trends. A central data warehouse or data lake should be created to consolidate all of this data and make it accessible for analysis.

Data Cleaning: Inconsistencies, mistakes, and duplicate entries must be removed from the data before it can be processed and analyzed.

Data Analysis: Once the data is cleaned and pre-processed, it can be analyzed to extract insights and identify patterns. This is the stage where you will be able to extract ideas for improvement based on the patterns you´ve discovered.

Implementation: After gathering insights from the data, the next stage is to put the ideas into practice in order to boost productivity, boost revenue, and improve the customer experience. This can involve streamlining procedures, improving pricing schemes, and customizing the client experience.

Monitoring and Optimization: After you implement new business practices, keep an eye on important performance indicators, spotting potential improvement areas, and making the required corrections. You also want to make sure that improvement in one area isn´t coming at the cost of decline in another aspect of your business.

Technology and Tools: Making the appropriate technological and tool choices is a crucial first step in putting data analytics into practice for B2B travel distribution. Software for data visualization, BI platforms, and machine learning libraries are a few examples of these products.


In conclusion, applying data analytics to optimize B2B travel distribution can have a variety of positive effects, including greater productivity, increased revenue, and improved client satisfaction. Travel intermediates can benefit from data analytics by automating procedures, customizing the consumer experience, and improving pricing plans. Data gathering, data cleansing, data analysis, data governance, implementation, monitoring, and optimization are a few of the phases involved in using data analytics in B2B travel distribution. Additionally, the appropriate technology and tools (such as Pruvo for improving profit margins) must be chosen.

These procedures can help travel intermediaries learn important information about consumer preferences, purchasing patterns, and market trends, which can eventually boost profitability. To make sure they are getting the required results, intermediaries must regularly assess and improve their data analytics initiatives.

bottom of page