19-05-2025
- Business
- Travel Daily News
'One-stop-shop': sales hype or the future of B2B travel?
The 'one-stop-shop' model is gaining traction in B2B travel, offering centralized, customizable, and branded solutions that enhance loyalty and streamline operations.
Seasoned travel industry executives are perhaps understandably wary of any easy answers or quick fixes, as experience will have shown them not to be true. Could the current debate around 'one-stop-shops' however be the exception? We work in an industry defined by fragmentation, where loyalty programs and membership organizations often juggle multiple vendors, disjointed systems, and inconsistent user experiences. This means thatthe idea of a 'one-stop shop' isn't just appealing, it's rapidly becoming a necessity.
Unlike a lot of sales-hyped concepts we see thrown around until the next big thing comes along, this isn't a new concept and has been around for years: Amazon revolutionized retail by centralizing everything in one place, Apple created an ecosystem where hardware, software, and services coexist seamlessly, and Shopify made e-commerce accessible to brands of all sizes.
Mike Putman, CEO of Custom Travel Solutions (CTS), believes the concept of the 'one-stop-shop' is far from hype and quickly becoming the gold standard for how B2B travel services are delivered. He puts it succinctly: 'We built Custom Travel Solutions to eliminate the pain points of fragmented travel experiences. Our clients were juggling multiple vendors just to deliver basic benefits. Now, they can offer everything in one cohesive, branded environment.'
This unified approach has reshaped industries, but its arrival in B2B travel, particularly in the loyalty segment, feels long overdue. By centralizing travel services ranging from flights and hotels to more niche benefits like airport lounges, medical evacuation, and even yacht charters, CTS has become the Swiss Army knife of travel: modular, powerful, and highly adaptable.
The strength of this model lies in its modularity. Rather than imposing a fixed structure, platforms like these allow loyalty programs to pick and choose benefits – be it just hotels and car rentals, or a full suite including private jets, eSIMs, and yacht charters. This adaptability enables brands to craft tailored experiences that align closely with their audience's expectations.
Another key element is personalization. Modern platforms increasingly offer features such as multi-tiered configurations, private-label branding, and even one-on-one travel concierge services – moving beyond utility into brand-enhancing experiences. When executed well, the travel service becomes a seamless extension of the client's brand, rather than a third-party add-on.
The platform's private-labeling capability further amplifies brand control. Clients can fully brand the user experience, keeping look and feel consistent with their identity. According to Putman, 'For members, the experience should feel like a seamless part of the brand they already trust – not a disconnected third-party service. Maintaining that consistency is key to reinforcing loyalty and brand value.'
Beyond a polished user experience, some emerging solutions in the travel loyalty space now offer an impressively wide range of services. These include access to millions of hotel rates with exclusive member discounts, thousands of cruise itineraries, global car rentals, and ancillary services like discounted rail travel, airport transfers, and 24/7 virtual medical support. When combined with extras such as concierge assistance, travel insurance, expedited visa services, and even private home rentals, the overall value proposition becomes increasingly compelling for both brands and their members.
But this shift isn't just about expanding the range of services – it's about creating cohesion. When all elements of a travel offering work together within a unified system, it simplifies both the backend operations and the user experience. In a sector where fragmented journeys can erode loyalty, that kind of seamless integration is becoming increasingly valuable.
Most loyalty and membership programs still rely on a patchwork of third-party providers, which can result in a disjointed and inconsistent user experience. As the demand grows for unified travel solutions, platforms that centralize services – from accommodation and transport to ancillary benefits – are emerging to streamline both backend operations and the traveler journey.
There's also a strong commercial case. With services like the Best Price Promise, clients can confidently compete on price, knowing they'll match or beat public rates, or refund 110% of the difference. Meanwhile, features like Tastecard and daily shopper discounts expand the value beyond travel, offering lifestyle benefits that drive daily engagement.
This kind of all-in-one infrastructure echoes what Salesforce did for CRM and what Shopify did for e-commerce: enabling brands to deliver world-class services without building the technology stack themselves.
As the travel industry continues to evolve post-pandemic, the demand for scalable, streamlined, and personalized travel solutions will only intensify. Companies that can offer robust value in a frictionless format won't just win the trust of their clients, they'll redefine the industry standard.
And as Putman aptly puts it: 'The direction is clear: today's members expect travel benefits to be seamless, personalized, and easy to access. In a crowded and fast-evolving market, platforms that deliver on those expectations with clarity and consistency are likely to stand out.'
