Online travel agencies
High search volume, thin margins and many suppliers.
- Conversion from search to booking by channel
- Look-to-book cost per supplier
- Cancellations by lead time
Hospitality / Travel Data Analytics
Travel data analytics for agencies and OTAs
One trip can mean a GDS booking, an NDC airline order, a hotel confirmation and an activity voucher, each from a different system. Agnotic Technologies builds the data platform that turns them into one trip record, so travel sellers can see conversion, supplier performance, look-to-book cost and client spend.
One trip
Air, hotel, car and activities in one record
Look-to-book
Search cost tied to bookings
Policy
Corporate spend and compliance per client
Trusted by global innovators
Industry Overview
What is travel data analytics for agencies and OTAs?
Travel data analytics is the data platform an online travel agency, travel management company or tour operator uses to see bookings from GDS, NDC airline APIs, hotel and activity suppliers as one model, measure search-to-book conversion and look-to-book cost, compare suppliers and report corporate spend and policy compliance. Agnotic Technologies builds this platform for travel sellers.
Travel sellers
Which kind of travel seller are you?
The booking data is similar; the questions each seller asks of it are not.
Travel management companies
Corporate clients who expect reports on their own travel.
- Spend by client, cost centre and traveller
- Policy compliance with exception reasons
- Unused tickets and their remaining value
Tour operators and destination companies
Packages built from flights, hotels and activities.
- Package margin by component
- Supplier reliability and content quality
- Departures and capacity by date
Industry Challenges
Why can't travel sellers answer simple questions from their own data?
The same problems come up in almost every seller's data.
One trip is spread over a GDS booking, an NDC order, a hotel confirmation and an activity voucher, with no shared key.
NDC orders and GDS bookings have different structures, so exchanges and changes are counted twice.
Search logs are huge and kept apart from bookings, so conversion is estimated rather than measured.
GDS and API transaction fees are invoiced monthly and never tied back to the searches that caused them.
Refunds and cancellations are not linked to the original booking.
Corporate clients ask for spend by cost centre and policy reason, and the answer is a spreadsheet each month.
Card numbers copied from booking records into the warehouse pull analytics into PCI DSS scope.
Our Approach
How should the booking data model be built?
Three modelling choices that make every later report simpler.
Make the trip the top record
Each trip holds its traveller, client and every component, whether it came from a GDS, an NDC API or a hotel supplier.
Keep each source in its own shape first
NDC offers and orders and GDS bookings and tickets are stored as they arrive, then mapped to the trip model, so nothing is lost in translation.
Remove card data before analytics
Card numbers are dropped or replaced with tokens at ingest, so the analytics platform never stores them.
Capabilities
What do we build for travel data analytics?
Components we build on your cloud, around the booking tools you already run.
Trip data model
One record per trip with air, hotel, car and activity components and their changes.
GDS and NDC ingestion
Booking, ticket, order and change data from GDS feeds and airline NDC APIs.
Supplier feeds
Hotel, car and activity confirmations from direct suppliers and aggregators.
Search log pipeline
Shopping requests and results kept at a level of detail you can afford to store.
Look-to-book and transaction cost reports
Requests per booking and the fees they generate, by supplier and channel.
Corporate client reporting
Spend, policy compliance and savings reports per client, on a schedule.
Unused ticket tracker
Tickets and orders not flown or refunded, with value and expiry.
Refund and cancellation tracking
Every refund linked to its original booking and supplier.
How It Works
How does a trip become one record?
The pipeline we build, from the first search to the client report.
Capture events
Searches, offers shown and bookings recorded with session and traveller identifiers.
01
1
Ingest supplier records
GDS bookings and tickets, NDC orders and hotel and activity confirmations, stored as received.
02
2
Remove card data
Card numbers dropped or tokenized before anything reaches analytics.
03
3
Match into trips
Components joined by booking references, traveller profile and dates.
04
4
Normalise
Airports, hotels, currencies and suppliers mapped to shared reference data.
05
5
Calculate metrics
Conversion, look-to-book, cancellations, policy compliance and spend.
06
6
Publish
Internal dashboards and scheduled reports for each corporate client.
07
7
Engineering Stack
Which distribution standards and systems feed the platform?
Built to the standards your suppliers already use.
Air distribution
GDS booking and ticket feedsIATA NDC offer and order messagesONE Order where airlines support it
Other suppliers
Hotel and bed bank APIsCar rental APIsActivity and tour suppliers
Data
Streaming and batch ingestCloud data warehouseShared reference data for airports, hotels and currencies
Reporting
Internal dashboardsClient report portalScheduled exports
Metric definitions
How is each travel metric defined, and where does it come from?
Our metric definition table. Agreeing these definitions before building is what makes numbers match between teams, clients and suppliers.
| Metric | Calculated from | Source system |
|---|---|---|
| Look-to-book ratio | Availability and shopping requests per confirmed booking, by channel and supplier | Search logs, GDS and NDC request logs, booking records |
| Conversion by supplier | Bookings divided by results shown, per supplier and content source | Search results log and booking records |
| Cancellation rate | Cancelled or refunded bookings over confirmed bookings, by supplier and lead time | Booking records, mid-office and refund records |
| Policy compliance | Trips booked within the client's travel policy, with the reason code for each exception | Booking tool, mid-office and the client's policy rules |
| Unused tickets | Tickets or orders not flown and not refunded, with remaining value and expiry | GDS ticket records, NDC orders and airline data |
| Spend by cost centre | Booked and invoiced amounts mapped to the client's cost centres | Mid-office, expense tool and the client's HR feed |
Measured Impact
What should a travel seller review every week?
Measures we put on the first dashboard.
Look-to-book
Search cost
Requests per booking and the fees they generate.
Conversion
Search to booking
By channel, supplier and destination.
Unused
Ticket value
Open unused tickets and their expiry dates.
Policy
Client compliance
Trips in policy, and the top exception reasons.
Use Cases
Who builds travel analytics with us?
Travel sellers whose reporting has outgrown supplier portals and spreadsheets.
01
Online travel agencies
Conversion and supplier analytics on one booking model.
02
Travel management companies
Client reporting on spend and policy without monthly spreadsheets.
03
Tour operators
Package margin and supplier performance by departure.
04
Host agencies and consolidators
One view across many agents and booking tools.
05
Travel startups
A data model that can grow with new suppliers.
06
Corporate travel programs
Reports built from TMC data feeds.
Integrations
Which systems does travel analytics connect to?
The booking, finance and client systems around the trip record.
Bookings and tickets
GDS
Offers and orders
Airline NDC APIs
Confirmations
Hotel suppliers and bed banks
Invoices and refunds
Mid-office and back-office
Corporate spend
Expense tools
Tokens only
Payment gateway
Compliance-First Development Services Backed by Global Standards
We build secure, scalable products designed for privacy, interoperability, and regulatory readiness from day one across every sector we serve.
General Data Protection Regulation
Implement lawful consent flows, data minimization, and secure processing for global data privacy.
Payment Card Industry (PCI DSS)
Securing payment transactions and protecting cardholder data with industry-best practices.
Our Edge
Why Global Leaders Choose Us
We combine deep technical expertise with industry-specific knowledge to deliver solutions that aren't just functional, but transformational.
Enterprise-Grade Security
We implement rigorous security protocols and compliance standards (HIPAA, GDPR, SOC2) across all industrial solutions to protect sensitive data.
High-Performance Scaling
Our architectures are built to handle massive data loads and user bases, keeping performance steady whether you're serving ten or ten million.
Accelerated Time-to-Market
Using our suite of internal tools and proven frameworks, we cut setup work so your first release reaches users sooner.
Embedded AI Integration
Beyond simple wrappers, we build deep-learning integrations and predictive analytics directly into the core of your industry-specific workflows.
Engagement Model
How does a travel analytics engagement work?
We start with the questions you need answered first. Timing depends on scope; we agree a fixed first release on the scoping call.
01
Scoping call
We review your booking tools, suppliers, data feeds and the reports you produce by hand today.
02
Source inventory
Every booking, search and finance source listed with its format and refresh.
03
First release
The trip model and the first three agreed metrics on a dashboard.
04
Client reporting
Scheduled spend and policy reports for corporate clients.
05
Support
New suppliers, airlines and metrics added under change control.
Facts and sources
Which standards and rules shape travel data?
Short facts we design the booking model and data handling around, each linked to its primary source.
NDC is an IATA program for the development and adoption of an XML-based data transmission standard that improves communication between airlines and travel agents, and is open to any third party, intermediary or IT provider to implement.
Source: IATA, New Distribution Capability (NDC)IATA's ONE Order is an XML-based standard that combines booking records (PNRs), e-tickets and electronic miscellaneous documents into a single customer-focused Order, phasing out the separate records over time.
Source: IATA, ONE OrderWhen a ticket agent is the merchant of record and a consumer asks it for a refund, the carrier that cancelled or significantly changed the flight must tell the ticket agent without delay whether the consumer is eligible.
Source: 14 CFR 260.6(d) (eCFR)The PCI Security Standards Council describes PCI DSS as a baseline of technical and operational requirements designed to protect payment account data.
Source: PCI Security Standards Council, PCI DSS
Voice of success
We don't just build products; we forge lasting partnerships. See how we've helped industry leaders transform their vision into technical reality.
“I can clearly see how Agnotic has a unique way of handling end-to-end development. They are always active on quick chat and provide support quickly.”
Aaron Phelan
Founder, Benchmark
“Agnotic combines deep technical expertise with strong domain knowledge. They understand the business context, anticipate challenges, and make collaboration smooth and effective.”
John Pasmore
Founder, Latimer
“Agnotic is the best technical team we evaluated. Their engineering excellence made our work dramatically easier and allowed us to stay focused on what matters most for maternal care outcomes. They took full ownership of the technical execution, and we are always happy to continue working together.”
Kim Smith
Founder, My Lauren
Related services
Related hospitality and data services
This page covers analytics for travel sellers. These pages cover hotel-side software and data engineering.
Hospitality software development
Software for hotels, venues and travel businesses.
Revenue management software
Hotel demand forecasting and room pricing.
Hotel booking engine development
Direct booking for hotels.
Custom hospitality software development
Bespoke systems for hospitality operators.
Data engineering services
Pipelines, warehouses and data platforms.
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Cross-Industry Reach
The Same Engineering Patterns, Across Other Industries
The technical patterns behind this platform translate naturally into adjacent verticals.
Frequently Asked Questions
GDS data is organised around bookings, segments and tickets. NDC, the IATA standard airlines use to sell through agencies, is organised around offers and orders. We store both as they arrive and map them to one trip model, so changes and exchanges are not counted twice.
It is the number of availability and shopping requests made for each confirmed booking. A rising ratio means more search traffic, and often more transaction fees, for the same bookings. Measuring it by supplier and channel shows where search cost comes from.
Yes. Each corporate client gets reports on its own trips only: spend by cost centre and traveller, policy compliance with exception reasons and unused tickets, on a schedule or in a client portal.
Card numbers are removed or replaced with tokens at ingest, before data reaches the warehouse, so the analytics platform does not store them. Your PCI DSS assessor confirms the scope of your environment.
Yes. We connect to GDS feeds, airline NDC APIs, supplier APIs and your mid-office and expense tools through the interfaces they offer, and agree file feeds where no API exists.
It depends on the number of suppliers and feeds. We agree a fixed first release on the scoping call, usually the trip model and three agreed metrics, and give you a timeline for that release.
Our engineers use AI coding assistants for drafts, tests and refactoring, and every change still goes through code review, automated tests and the same release checks as hand-written code. AI never makes a regulated decision in the delivered system unless that is the agreed design and a person reviews the output.
Industries