A white label platform comes with supplier content and payments already connected, so a smaller agent or operator can launch a bookable website without building the technology or supplier connections itself. The trade-off is less control over how the platform works behind the scenes.

For example, a homeworker might trade through a website on their own domain and in their own brand, running on a homeworking company’s or a technology provider’s platform and selling packages protected under the homeworking company’s ATOL arrangements.

White label or API?

With a white label, the provider supplies the whole front end in your brand. With an API integration, you build your own front end on top of a supplier’s or provider’s data.

The brand does not change the rules

Whatever brand the customer sees, the legal roles stay the same. Check who is the organiser of any package, who holds the ATOL and whose booking terms apply. Under ATOL rules, an agent must identify the ATOL holder providing the protection on all its publicity, including its website. A member of an ATOL Accredited Body must instead state that it is a member of that body and show the body’s ATOL number.