What Alliance Reservations Network does

Alliance Reservations Network is a B2B travel technology company, founded in 1995 and headquartered in Orlando, Florida, that builds private-label and white-label booking engine infrastructure for organizations that distribute travel to closed or semi-closed audiences. Its core product surface is the Group Productivity Solution (GPS), an integrated event housing platform covering hotel sourcing and RFP distribution, room block management, a customizable attendee-facing booking engine, rooming list management, and a proprietary reconciliation and invoicing module that settles commissions and rebates with hotel properties. The platform is technologically defined by API-based supplier aggregation (Hotel API spanning dozens of suppliers) and direct connectivity to hotel chain PMS/CRS systems through GPS Link, currently supporting Wyndham Hotels & Resorts and Choice Hotels for automated, real-time reservation flow and instant confirmation.

Complementing GPS, the company operates Trip Authority, a B2B booking platform positioned as an evolution of the original offering and aimed at closed user groups and private online travel agencies, plus a Members-Only Hotel Booking Engine for restricted-access travel programs. Supporting components include a Rooming List Application for hotel staff to manage group confirmations, a Customer Service App, an Affiliate Admin backend, and a Skin Editor for partner branding. Alliance has also built ancillary integrations: Stripe for payment processing when partners act as merchant of record, RegFox for event registration, and International Medical Group (IMG) for embedded travel insurance distribution.

Revenue is generated transactionally rather than via subscription: Alliance earns commissions or rebates (cited at a 10% standard commission, configurable per partner) on hotel bookings processed through its engines and GPS, plus optional service and cancellation fees set by partners who act as merchants of record. Pricing is not publicly disclosed and is negotiated per partnership agreement on a pay-as-you-go basis. The customer base spans event rights holders (associations, event planners, corporate meeting planners, sports organizations), closed user groups and private online travel agencies, and travel technology integrators consuming the Hotel API. Since 2019, Alliance has operated as a wholly-owned subsidiary of RCI, part of Wyndham Destinations, leveraging the parent's hotel inventory and distribution scale.

Name

Alliance Reservations Network

Legal name

Alliance Reservations Network

Website

https://alliancereservations.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Alliance Reservations Network is a B2B travel technology company, founded in 1995 and headquartered in Orlando, Florida, that provides private-label booking engines and event housing management (GPS) to associations, event planners, corporate clients, sports organizations, and private online travel agencies; it has been a subsidiary of RCI/Wyndham Destinations since 2019.

Ownership category

akta.pro rank

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Transaction Fees / Commission on Bookings: Alliance earns transaction fees on bookings processed through its booking engine. The platform supports service fees charged to end users (guests), commissions paid by hotel properties after events, and rebates per room night or reservation. Partners can become merchants of record and charge service or cancellation fees.
2. Commission Revenue from Hotels: Hotels pay commission (percentage of room revenue) or rebates (flat rate per reservation, per room night, or percentage of room rate) to event organizers/property bookers after events conclude. Alliance facilitates this commission collection through its reconciliation system.
3. Service Fees (Merchant of Record): Partners who become merchant of record can charge service fees to end users at the time of booking, or charge cancellation fees. This is an optional revenue stream enabled through Stripe payment gateway integration.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Alliance Reservations Network provides private-label travel booking engine solutions and event housing management software to associations, event planners, corporations, sports organizations, and private online travel agencies. Its flagship Group Productivity Solution (GPS) manages the full event hotel lifecycle including hotel sourcing, RFPs, room blocks, attendee booking, rooming list management, and post-event reconciliation and invoicing. The company also offers the Hotel API aggregating multiple hotel suppliers under a single integration, plus the Trip Authority platform for closed user group bookings.

Product overview

Alliance Reservations Network operates a multi-product travel technology platform consisting of three core products: Trip Authority (a B2B travel platform), Group Productivity Solution (GPS - a comprehensive event housing management system), and Members-Only Hotel Booking Engine (for closed user groups/private OTAs). GPS is the flagship product with multiple integrated modules including Hotel Sourcing & RFP Process, Room Block Management, Event Hotel Booking Engine, Reconciliation/Invoicing/Reporting, GPS Link (direct hotel chain connections), and Rooming List App. The company also offers a Hotel API for supplier access and Staybook as an event housing management tool. All products support private-label/white-label branding, allowing partners to build their own brand presence.

Differentiator

Problem solved

Functional benefit

Brands

• Trip Authority: B2B travel platform offering private-label booking engine solutions for partners.
• Group Productivity Solution (GPS)
• GPS Link

Products and services

• Trip Authority A B2B travel platform and significant evolution of Alliance's product line, providing a turnkey, highly customizable platform that empowers partners to build their own brand in the travel booking space for closed user groups and members-only booking.
• Group Productivity Solution (GPS)

Quantifiable outcome

• Automated PMS integration eliminates manual confirmation entry for hotel properties using GPS Link
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Wyndham Hotels & ResortscoreTechnology or Integration · 1 January 2021GPS Link direct booking technology was launched within the Group Productivity Solution (GPS) application, enabling reservations made in GPS to flow directly into Wyndham's property management system and room block automatically.
• RCI (Wyndham Destinations)coreStrategic or Co-development Partner · 1 January 2019Alliance Reservations Network was acquired by RCI, the world's largest vacation exchange network and part of Wyndham Destinations. This acquisition provided Alliance with the backing of a major global travel hospitality brand and access to Wyndham's hotel inventory and distribution network.
• Choice HotelscoreTechnology or IntegrationChoice Hotels is integrated with GPS Link, allowing GPS to connect directly with Choice Hotels' central reservation system and PMS for automated reservation processing and confirmation.
• International Medical Group (IMG)minorStrategic or Co-development PartnerGPS partners with IMG to offer travel insurance through the booking engine. IMG handles all policy issuance, customer service, and claims processing. There is no cost to enable IMG insurance in the GPS booking engine; GPS earns revenue through insurance sales facilitated on its platform.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Travelport: Travelport is a global GDS providing hotel content aggregation and connectivity APIs; it overlaps with Alliance's Hotel API as a supplier of multi-source inventory to travel technology integrators.
• Cvent: Cvent is an established event management platform that bundles venue sourcing, attendee management, and hotel block technology (via Passkey); it competes with Alliance GPS at the broader event-tech layer and has substantially greater scale and brand recognition.
• Amadeus: Amadeus is a global travel technology platform providing GDS, hotel CRS connectivity, and travel APIs; it competes with Alliance at the connectivity and aggregator layer through its Hospitality and Travel API portfolios.
• Sabre Corporation: Sabre is a major GDS and travel technology provider offering hotel content, APIs, and booking platforms; it competes with Alliance's Hotel API and broader booking engine capabilities for travel technology integrators and OTAs.

Emerging players

• Bizzabo: Bizzabo offers an event experience platform with registration, agenda, and attendee engagement; while not focused on hotel sourcing, it competes for the same event organizer buyer that GPS targets.
• EventX: EventX is an event management platform providing registration, ticketing, and attendee engagement tools with some hotel sourcing features, overlapping with Alliance's GPS and event booking engine for mid-market event organizers.
• HotelEngine: HotelEngine provides a B2B hotel booking platform for businesses and member organizations, competing with Alliance's Trip Authority and Members-Only Booking Engine in the private-label closed-user-group hotel booking space.
• TripActions (Navan): Navan (formerly TripActions) provides corporate travel and expense management with group/event booking capabilities; it overlaps with Alliance's corporate clients and Trip Authority on managed business travel booking.

Direct peers

• Groups360: Groups360 provides GroupSync, a group hotel booking platform connecting event organizers and attendees directly with hotel chain inventory; it is the most direct competitor to Alliance's GPS in event housing and group block management.
• Passkey (Cvent): Passkey, now part of Cvent, pioneered group hotel block management and reservation routing for events, offering nearly identical functionality to Alliance's GPS for event organizers managing room blocks and attendee bookings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/allresnet
• LinkedInlinkedin.com/company/alliance-reservations-network

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alliance Reservations Network