If your goal is to significantly boost user engagement through travel and lifestyle experiences you’ll need a travel API (application programming interface) that is sufficiently flexible and scalable to provide a seamless match with your platform and growth expectations. It will also need to provide the capabilities and features that deliver a genuinely curated local or global experience – without the pain points and limitations associated with first generation APIs.
This article gives a clear and concise overview of what companies should look for in travel APIs, and compares the features and overall performance and user experience offered by five of the leading travel aggregators.
Quick Buyer Checklist
New technologies and improved designs are transforming how APIs access travel data and provide accurate real-time data on tours, experiences and activities. There are five key considerations for users who want to find the optimal solution for their business.
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Content quality & breadth
Look for a curated inventory that provides quality and stock. ideally at global scale.
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Unified API / data standardization
A unified API with standardized data can reduce engineering requirements, saving valuable time.
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Commercial compatibility
Does a particular provider guarantee full and flawless travel API integration with merchant and affiliate requirements?
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Localization & real‑time availability
A major pain point occurs when search results show false stock and incorrect prices. Effective localization and accurate real-time availability is vital for an optimal user experience.
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A smooth path to distribution
Can you power UX via your app, or opt for a white‑label solution, or an intelligent AI layer?
5 Top API Providers that Give Access to Thousands of Activities Worldwide
The following API Providers offer a range of advanced features that can underpin a broader distribution stack and deliver a curated global experience via unified APIs, These represent the major global tours & activities aggregators used by platforms worldwide.
1. Bridgify — Aggregation + Distribution in a Single Stack
Bridgify is the first pick – by a wide margin – for companies that want to boost user engagement and focus on growth, offering the largest multi-source experiences inventory on the market across tours, attractions, events, sports, and vouchers. Unlike single-marketplace aggregators, Bridgify unifies supply from multiple global suppliers and multiple global aggregators, resulting in a catalog far larger than any single OTA (including Viator, GetYourGuide, Musement or Klook).
It is known as the “aggregator of aggregators”. Bridgify’s next generation tech package delivers seamless integration and gives partners glitch-free access to a curated global inventory — exceeding 1 million multi-source experiences, including tours, activities, attractions, ticketed events, concerts, sports, and vouchers.
As well as being a top tier supply aggregator, Bridgify also leads distribution enablement via a unified API, a proprietary white label solution and AI. Bridgify is ideal for clients in the financial sector (banking, credit cards and digital wallets etc.), consumer loyalty programs, travel brands and travel-tech platforms.
Additional user benefits include fully branded white label marketplaces. The plug-and-play Whitelabel comes with full instructions on how to launch a white-label marketplace for experiences quickly and efficiently (usually just a matter of days). There is also an AI Agent , that delivers a new search experience with personalized offerings based on your free text search.
The endemic aggregator pain points of low engagement and monetization pressure are addressed via data-driven loyalty-ready incentives (points, cashback, gift cards) with AI personalization boosting conversions. Bridgify provides user-friendly ways to offer personalized travel experiences without building a recommendation engine. Enterprise-grade, cloud-native, real-time availability makes Bridgify a powerful travel API to integrate tours and experiences into your platform.
This multi-source scale makes Bridgify the largest global experiences pipeline available for enterprises, enabling a breadth of content that no single OTA-based aggregator can match.
2. Viator – The World’s Largest Single-Source OTA Marketplace
Viator (Tripadvisor) is the world’s largest single-source OTA marketplace, offering extensive operator-sourced tours and activities through its API. Viator operates at massive global scale and provides thousands of bookable products across nearly every major destination.
One advantage of Viator is its size and stability. Availability is strong across its consumer marketplace, and content is consistently structured. However, Viator aggregates only its own marketplace inventory. This means it does not combine multiple aggregators or sources, and it does not offer a white-label marketplace or AI-powered personalization for partners.
Viator is a strong option for platforms that want broad OTA marketplace supply without multi-source aggregation or enterprise distribution features.
3. GetYourGuide — Curated Global Experiences with Strong Content Quality
GetYourGuide is one of the largest global tours & activities aggregators and is recognized for its curated, high-quality marketplace inventory. Its API gives platforms access to a wide range of popular experiences across major destinations.
One advantage of GetYourGuide is its strong emphasis on content quality, visuals, and curation. Availability is typically reliable, and operator partnerships are well managed. However, like most OTAs, GetYourGuide aggregates only its own marketplace supply. It does not offer multi-aggregator sourcing, a white-label marketplace, or AI personalization layers.
GetYourGuide is well suited to platforms prioritizing curated experiences and quality standards over multi-source scale.
4. Holibob (Supply Aggregation side)
Holibob operates as a supply aggregator and also as a distributor. Founded in 2019, the company is a relative newcomer but is experiencing rapid growth as a B2B entity. Its supply and distribution tools are a good fit for teams that need a high quality curated supply feed. Holibob is already emerging as a platform that focuses on user experience with a high degree of personalization, particularly for the (under-digitized) tours and activities segment of the market. If you’re currently interested in tours and activities APIs, Holibob is worth a more detailed exploration.
Although Holibob demonstrates considerable potential, and there is clearly a useful core of travel industry and technological expertise within the company, it is still a young brand and may lack the stability that many users require. It also offers significantly fewer activities and bookings than larger competitors.
Holibob is a company to watch closely in coming years. It may well come to dominate certain niche aspects of the market and seems to be highly focused on content, quality and high grade UX. This is a strategy that may make Holibob a serious future partner for higher end user engagement, but the consensus is that they are not there yet.
5. Musement (TUI) — Vertically Integrated Marketplace & Destination Content
Musement, part of TUI Group, is a global aggregator that combines marketplace content with vertically integrated destination management products. Its API can be a strong fit for platforms seeking European strength and access to TUI’s exclusive operated experiences.
One advantage Musement brings is its mix of marketplace products and TUI-owned experiences, giving partners unique depth in certain destinations. However, its strongest supply is in Europe, and it aggregates only its own ecosystem rather than combining multiple global aggregators. Musement also does not offer a white-label marketplace or AI-powered personalization.
Musement is a suitable option for platforms focused on Europe or those that value vertically integrated destination content.
Convenient Comparison Table of Leading Travel Aggregators
Takeaway Points
- If your priority is to identify reliable travel and activity aggregators for integrating multiple providers in one platform, pick a supply aggregator from this list to cut integration time.
- If you also need to deliver that content with full UX control (API), a fully branded marketplace (white label), or AI‑driven personalization, Bridgify is purpose-built to cover aggregation and distribution, backed up by engagement enhancing loyalty‑friendly payments.
