A B2B2B travel portal supports a chain of businesses: the portal owner supplies travel inventory to distributors, and each distributor manages its own network of sub-agents who sell to travellers. It is a common model in India and other markets where large consolidators work through regional partners. This article explains how a B2B2B portal works and how each level earns its margin.
The levels in a B2B2B network
- Portal owner: the consolidator or wholesaler with supplier connections and the platform.
- Distributor: a regional partner, sometimes called a master agent, who recruits and manages sub-agents.
- Sub-agent or retailer: a local agency or shop that books for end customers.
- Traveller: the end customer who pays the retailer.
How margins flow
Each level adds its own markup on top of the price it receives:
- The portal owner receives a net price from the supplier and adds its markup for distributors.
- The distributor sees that price and adds its own markup for its sub-agents.
- The sub-agent adds a markup when selling to the traveller.
The portal must calculate and show the right price at each level, and record each party's earnings for every booking.
Wallets and credit at each level
- Distributors hold wallets or credit with the portal owner.
- Sub-agents hold wallets or credit with their distributor.
- Each booking deducts from the sub-agent's wallet and the distributor's balance in the right amounts.
- Refunds flow back down the chain automatically.
Branding
Distributors often want their own brand. A B2B2B portal can give each distributor a branded login page, logo and domain, so their sub-agents see the distributor's brand rather than the portal owner's. Sub-agents can then print tickets with their own branding for travellers.
Controls for distributors
- Recruit, approve and deactivate sub-agents.
- Set markups for each sub-agent or group.
- Assign credit limits and receive deposits.
- View bookings, earnings and outstanding balances.
Reports for every level
- Portal owner: sales by distributor, product and supplier; margins; outstanding credit.
- Distributor: sales by sub-agent; earnings; sub-agent balances.
- Sub-agent: bookings, ledger and statements.
Benefits of the model
- The portal owner reaches small towns and markets through local partners.
- Distributors build their own business without needing supplier connections.
- Sub-agents get competitive inventory and support from a nearby partner.
In practice: a regional network
A consolidator in Delhi appointed distributors in several states. Each distributor got a branded portal and recruited local agents. The consolidator set its markup once; distributors set theirs for their agents. A booking by an agent in a small town automatically split earnings across all three levels and updated every ledger. The consolidator grew sales in regions it could never have reached directly.
Handling after-sales across levels
Cancellations and changes in a B2B2B network pass through several parties. Define clearly who the sub-agent contacts first, usually the distributor, and when issues escalate to the portal owner. The portal should show every party the status of each request and calculate refunds at each level automatically, so money flows back correctly without manual adjustments.
Common mistakes
- Managing distributor markups manually outside the portal.
- No credit control at the sub-agent level, leaving distributors exposed.
- Unclear rules for who handles after-sales at each level.
Frequently asked questions
Can distributors see the portal owner's net price?
Usually not. Each level sees only the price it pays and the price it sets.
Can a portal run B2B and B2B2B together?
Yes. Some agents can deal directly with the owner, while others belong to distributors.
Key takeaways
- B2B2B portals support owners, distributors and sub-agents in one system.
- Layered markups and wallets must be calculated and recorded at every level.
- Distributor branding and controls make the model attractive to partners.
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