Trip.com will now have access to all of Prioticket’s products. The deal will help Trip.com expand its reach in Europe, the U.S., and the Middle East. It comes as Trip.com’s homepage now advertises “attractions” as a “new” product offering.

Trip.com and Prioticket have been connected for years, with Prioticket largely integrating into Trip.com’s platform. Now, Trip.com is looking West by integrating into Prioticket’s inventory and booking system.

Trip.com’s partnership is one of many B2B deals emerging in the experiences industry, which experts say is part of the rise in the popularity of experiences. The trend may help lower the barrier to entry for niche online aggregators.

(Trip.com is the member of IMTA)

Editor Ⅰ: Zhang Wenwen

Editor Ⅱ: Wu Dan

Editor Ⅲ: Liu Guosong