TBO Group unveiled its industry first ‘B2A’ strategy at the Arabian Travel Market. Talking about this new strategy, Gaurav Bhatnagar, Co-founder TBO Group, said, “B2A for us means two things – Back 2 Agents which is an acknowledgement of the fact that more and more travellers are now going back to travel agents for advise and bookings. Studies show that millennials are increasingly feeling fatigued by the information overload and lack of trust in online channels. Further, as people’s travel needs mature, they look for more and more exotic experiences which can’t be booked online. B2A also means Business 2 Agents. Travel Agents provide the most effective distribution and marketing channel for destinations, hotels and experience providers to reach out new customers. TBO platform has over 47,000 travel agents across more than 100 countries. TBO Academy is an innovative learning platform which allows travel bookers to learn about new destinations. We encourage all travel suppliers, and specially hotels to think about the B2A channel differently from the B2C and B2B channels to reach out to the offline customers without fear of rate abuse” The travel distribution business has so far largely been segregated between B2C and B2B. While B2C stands for direct to consumer OTAs, B2B has been used to broadly cover all other indirect distribution channels. TBO believes that this kind of classification short changes a very important part of the distribution change – Travel Agents. Travel Agents account for the bulk of travel sales globally. Travel Agents act as a very important link between travel suppliers and the end consumers, educating travellers on new destinations, new hotels and new experiences. Travel Agents provide end to end fulfilment for both leisure and business customers including complex itinerary planning, visa facilitation, forex, and more.