How multichannel distribution drives growth in the B2B2C tourism business

In an increasingly competitive and globalised tourism market, multichannel distribution has become a key strategic element for B2B2C companies. Diversifying sales channels not only allows companies to reach more customers, but also to optimise conversions according to the type of product and the nature of each channel.

In this article, we analyse more than 11 million tourism product bookings made through our technology ecosystem, Juniper Travel Technology. This analysis allows us to identify distribution patterns in the industry, based on data from more than 550 tourism businesses that already use our technology.

Key factors in multichannel behaviour in tourism distribution

Juniper’s analysis of over 11 M bookings by channel in the first half of 2025, reveals very clear patterns in the B2B tourism ecosystem. For high-demand products, especially mass-market ones, automation clearly leads the way. Distribution through B2B API integrations with our more than 1,500 connected buyers achieves impressive figures: more than 4 million bookings in Accommodation and 1.6 million in Services.

However, not everything happens online. Offline sales through intermediaries also play a significant role. In the case of services, it exceeds 1.2 million bookings, consolidating itself as a key channel for those customers who require more manual processes, adapted to the operational particularities of certain destinations.

The call centre also has a significant presence, especially in Accommodation and Services. Tourism call centres act as specialised contact centres, resolving incidents in real time and increasing customer confidence. The integration of the call centre with CRM and PMS allows for upselling opportunities during the call, strengthening revenue without losing efficiency.

Over 11M bookings with Juniper Travel Technology in the first half of 2025.
Over 11M bookings with Juniper Travel Technology in the first half of 2025.

Juniper Booking Engine: automation, scalability and reach

Having technology that integrates both worlds, offline and online, is essential to sustaining this multi-channel strategy. The Juniper Booking Engine solution allows companies to efficiently transfer and manage reservations generated outside the digital environment, integrating them into a centralised and automated ecosystem.

At the same time, direct sales through the web channel are growing steadily year after year. Not only is it consolidating itself as a sales channel for the end customer, but also as a key commercial tool for B2B and B2B2C environments.

For products such as accommodation, the web channel registers more than 1 million bookings. For services, it exceeds 573,000 bookings, demonstrating its potential as an agile, visual and immediate point of sale.

At Juniper, we offer a web solution with an innovative architecture, designed to adapt to a constantly evolving tourism environment.
It is an all-in-one platform, continuously updated with new features, and ready to respond quickly to market changes.

Among its main benefits are:

  • All-in-one platform: A single website for distributing tourism products that automates the booking process for B2B, B2C, B2E, and other channels.
  • Global reach: Multiple language and currency settings to connect with customers around the world.
  • User experience (UX): Content and flows tailored to the type of user (B2B or B2C).
  • Multiple integrations: Direct connection with external suppliers, CRM and accounting systems for seamless management.
  • Loyalty and marketing tools: Includes SEO modules, analytics, loyalty programmes and promotional codes to boost conversion and customer satisfaction.

A modular solution for a comprehensive multichannel strategy

In addition to the sales channels already analysed, API integrations, web, call centre and offline sales, Juniper’s ecosystem is complemented by a range of specialised modules that enable the distribution of tourism products to be expanded across all available channels for B2B, B2C and B2B2C businesses.

These modules not only enrich the offering, but also facilitate the marketing of complex products through digital, face-to-face or telephone channels. For example:

  • Packages. Creation of dynamic packages combining flights, accommodation, transfers, activities and other services in a single booking process.
  • Flights. Management of airline ticket distribution, including advanced features such as seat selection, combined fares, integrated payment methods, and real-time ticketing.
  • Cruises. Specialised platform for displaying itineraries, cabin categories, availability, and prices, with fully integrated online booking.

These modules can be connected via XML/APIs or customised websites, allowing integration with different channels, including call centres, web portals, wholesale operators and retailers. This ensures that any customer, whether a professional or end consumer, can easily access and book these products from the channel that best suits their needs.

Juniper’s centralised system ensures that all these operations maintain consistency in data, prices and user experience, thus reinforcing the multi-channel distribution strategy of tourism companies.

Do you want to turn your sales channels into a competitive advantage?
It’s time to align your technology strategy with the new demands of the market.

Contact our specialists to find the solution that’s right for you.