Banks, spend management platforms, hotels, concierge services, events & experiences marketplaces, employee reward providers, or any brand that has some kind of loyalty programs.

There are a few reasons why such companies might want to offer flights (and other travel services) through their own product. A non-exhaustive list:

- Retention: a credit card company or bank might offer points and wants customers to redeem these points for travel. An hotel might want to offer flights so that their customers can stay within their ecosystem rather than going to an OTA (which will offer million of other hotel products)

- Monetisation: capture extra margin points from selling these products

- UX: tighter integration between their own software and the travel booking piece, i.e a spend management platform layering approval flows, policies, on top of a booking engine