As the digital era continues to shape how we explore the world, tour, activity, and attraction operators must expand their digital reach through resellers to stay ahead in the market.  Industry authority Arival has identified getting found by customers as a key focus for operators in 2023, as more and more customers book travel experiences online.

The exciting news is that technology is evolving in the Experiences Industry, connecting operators, resellers, and travelers through digital threads called APIs or Application Programming Interfaces. APIs enable the seamless flow of information, rates, availability, and bookings between supply and demand. It’s not shocking that API connectivity with resellers has become a top priority for operators.  But, not all API connections are created equal. It’s important to understand that each integration has unique advantages, capabilities, challenges, and potential outcomes.

In this blog, we will dive into the world of API connections and the factors that make each integration unique, empowering you with the knowledge to make informed decisions to best suit your business.

What is a reseller API?

different types of tours

An API is a well-defined framework that allows communication between diverse programs and systems, enabling them to exchange information seamlessly. Picture APIs as the linguistic bridge between software programs. An API plays the role of a universal translator, ensuring that various programs can effectively communicate with one another.

“Operators frequently grapple with the demanding task of generating demand while managing their websites and channels effectively. “
Tours, Activities, Attractions & Experiences report from Phocuswright and Arival in October 2022

APIs offer a solution by facilitating connections that allow operators to expand their reach across reseller channels. There are various ways to distribute products through channels. While some operators manually input product details into reseller platforms, this approach adds to their workload, especially as they strive to manage their direct websites and traffic.

Some operators opt to establish direct API connections with resellers, granting them greater control and autonomy. However, the process of building and maintaining these connections can be both resource-intensive and time-consuming, rendering it impractical for many operators. That’s why alternative avenues have become a popular solution for operators.

What are the different types of API connections operators can utilize?

Channel Managers, specialize in constructing and maintaining connections with resellers, eliminating the need for extensive development efforts by providing ready-made connections. Partnering with a Channel Manager allows operators to streamline their distribution efforts through reseller connections and advanced tools to manage their chosen connections.

Ticketing Softwares, similarly often offer direct connections with resellers, and many partner with Channel Managers to furnish or expand their distribution channels. By doing so, they offer their customers a comprehensive distribution network that enhances their ability to reach a broader audience seamlessly through direct channel connections and advanced tools.


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The Variability of API Features and Impacts

Now that we have explored the fundamentals of APIs and the avenues available to harness their power let’s delve into the variability of API connections. When building an API connection, the builder can pick and choose the specific features they want to support based on their particular needs and capacity.  The adaptability and flexibility of API connections can allow the builder to meet their unique needs.

What are the key features of reseller APIs?

Let’s take a closer look at some of these valuable features:

  • Notify Availability Update: Receive timely updates when there are changes in availability. By preventing delays and minimizing the risk of double bookings, operators can provide a smoother booking experience for their customers.
  • Price over API: Enables seamless communication of pricing information, ensuring that both parties are working with the most up-to-date information for accuracy and consistency.
  • Booking Cut-off: Suppliers can define a specific time before bookings can no longer be made to help optimize operations and service delivery.
  • Reservation Expiration: Setting a time limit for holding reservations helps maintain efficient inventory management and maximizes availability for potential customers. This feature ensures that reserved slots are released if not confirmed within a specified timeframe, allowing others to book and reducing the likelihood of missed opportunities.
  • Error codes: During the API integration process, standardized error codes play a vital role in identifying and troubleshooting any issues that may arise between the 2 systems.

There is a common misconception that all API connections support all available features, but that is often not the case. It is important to carefully evaluate API connections and ensure they align with the specific features that best suit your business. Understanding the limitations and capabilities of different API connections allows you to make informed decisions about which connection to use.

According to Arival’s Technology & Connectivity report, “59% of large operators are already harnessing the power of APIs to enhance their distribution channels and management, and 29% of smaller operators are also embracing this technology. API connections and Channel Manager tools have proven to be a game changer in the industry, helping businesses grow bookings through a broader reach that was not possible several years ago.”

How API features impact operators

It’s important to understand some of the key benefits and use cases when choosing an API connection.

  • Reduce manual efforts: Streamline your processes by opting for a robust API connection. Automation plays a vital role in saving time and resources by eliminating manual tasks, allowing you to focus on more strategic activities while the API handles the repetitive and time-consuming ones.
  • Updates in real-time: Updating rates, availability, booking windows, and more with real-time, accurate data not only improves your operational efficiency but also provides your future guests with the most reliable and relevant information.
  • Adaptive pricing: Preventing delays in rate & inventory changes ensures that your bookings will come through with the most up-to-date pricing while reducing the risk of overbookings and ensuring you don’t miss out on opportunities.


For instance, suppose you have a large group of guests that had to cancel last minute, and you want to open this inventory back up. You will need a robust API connection that supports “Notify Availability Updates,” ensuring you can respond quickly and fill any gaps.

Choosing the Right Connection

As a business owner or manager in the tour and attraction industry, it’s important to compare and evaluate the available API connections to find one or few that align with your requirements and enable desired functionality.

Key questions to ask when selecting a Channel Manager


To guide you in selecting the right API connections via Channel Manager or your chosen Ticketing Software, here are some key questions to consider:

  • Which features are supported or not supported by the API connection? Understanding this will help ensure that the API connection adequately caters to your specific needs. For example, if you require or desire real-time inventory updates or the ability to modify booking windows, you need to ensure the API connection supports these features.
  • Are there any limitations or restrictions on the API connection? It’s important to be aware of any constraints, such as rate limits or data restrictions, to assess how they may impact your operations.
  • What level of technical support is provided for the API connection? In case of any API issues, having access to reliable technical support is critical to the success of your reseller channels. You’ll want to know how quickly the API provider can respond and address any problems that may arise, ensuring minimal disruption to your business.
  • How frequently is the API connection updated or maintained? Regular updates and maintenance are essential for optimal performance and reliability of the API connection. These connections need to be monitored regularly and updated to ensure the connection is working as expected.

It’s worth noting that Ticketing Software providers often partner with Channel Managers, resulting in multiple API connections for the same reseller, each with varying levels of feature support.


You may have a direct connection with GetYourGuide through your Ticketing Software, as well as a connection to the same reseller through the Channel Manager that your Ticketing Software partners with. One of these connections may support all the features you need, while the other may only offer a subset. This is where the evaluation process becomes crucial.


API connections with resellers play an important role in expanding the digital reach for tour, activity, and attraction operators. These connections enable seamless communication and easy exchange of information, rates, and bookings between suppliers and resellers. With robust API connections, you can significantly improve your operations, resulting in better outcomes for both you and your customers. These connections save time and resources while providing your customers with up-to-date and accurate information, enhancing inventory management, and reducing the risk of overbookings or missed opportunities.

Rezdy is at the forefront of the industry when it comes to API connections with top resellers across the globe. Whether you’re a Rezdy Booking Software customer or an operator with your own custom system, you can access these valuable connections. Rezdy has also formed many partnerships with various Ticketing Software companies, giving their customers access to the largest reseller network and powerful Channel Manager tools.

We understand the importance of finding the right reseller connections, that’s why our API connections are designed to meet your specific needs, helping you streamline your operations, increase efficiency, and boost your bookings. Our award-winning Channel Manager platform combines award-winning API connections with powerful tools, allowing you to manage all your connections from one central location.

Want to take your distribution strategy to greater heights?

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