Tashi vs Hero.travel
If you are comparing Tashi and Hero.travel, you are again looking at two products in travel that are solving different problems.
Hero.travel is built for B2B reseller selling and payments. Its as an established sales and payment solution for activity resellers, with Hero Portal, Hero Widget and Hero API, plus solutions for retail travel agents, online travel agents, niche OTAs, wholesalers, ITOs, hotels, resorts, multi-day tour operators and regional tourism organisations. It also contains a marketplace of thousands of tours and activities, accommodation and transport products, automated commission payments, online selling tools and supplier onboarding support.
We're is built for a different job: Tashi helps travel businesses run a true travel marketplace across accommodation, tours, activities and extras, with supplier self-service, guest trip management, content control, search and filtering, connected inventory and a branded marketplace experience built to grow over time. More than a platform, we're experts in travel marketplaces and a genuine partner that will help build your business.
The short version
Choose Tashi if
- You are building a travel marketplace
- You want to sell accommodation or tours, activities and extras or all in one place
- You need supplier self-service and supplier API import options
- You want strong content control, search and filtering
- You want human support and practical marketplace advice
Choose Hero.travel if
- You want B2B travel reseller technology
- Your model is more travel agent, wholesaler or reseller focused
- You value supplier connectivity, contracting support and commission automation
- Your priority is reseller selling infrastructure rather than a broader travel marketplace platform
What makes Tashi different?
| Comparison area | Tashi | Hero.travel |
|---|---|---|
| Best fit | Travel marketplaces | B2B travel reseller marketplace and supplier connectivity |
| Platform focus | Travel marketplace platform for accommodation, tours, activities and extras | B2B sales and payment solution for activity resellers with marketplace access, widget and API tools |
| Supplier workflows | Supplier self onboarding, supplier management, plus API based inventory and product import options | Supplier onboarding support, contracting help, API connectivity and reseller-facing product access |
| Guest experience | Travel specific booking flow, trip management, add-ons, checkout questions and travel content | B2B and B2B2C reseller sales flow for travel products |
| Content and merchandising | Strong CMS, search, filtering and branded marketplace presentation | Widget, API and portal-driven selling infrastructure |
| Support model | Technology platform plus travel marketplace expertise and hands on human support | Success team support around suppliers, payments and reseller enablement |
| Best long term fit for a travel marketplace | Strong natural fit | Strong for reseller connectivity and B2B travel sales, less broad than a marketplace platform |
Why Tashi is the stronger fit for travel marketplaces
Hero.travel is clearly very travel-focused. It offers a sales and payment solution for activity resellers, thousands of bookable products, automated weekly commission, widgets, APIs, and a success team that helps with supplier onboarding and product setup. That is a strong proposition for B2B travel resellers.
But a travel marketplace needs more than connected reseller sales. It usually needs a broader mix of accommodation, tours, activities and extras, plus content-led discovery, search, filtering, supplier self-service, destination pages, guest trip management and long-term marketplace growth with in-built marketing tools like referral programmes and automatic abandoned cart emails. That is exactly why Tashi is built around travel marketplaces from the start.
More than software, Tashi are travel marketplace experts
Hero.travel offer human support, supplier onboarding and automated payments, which is clearly valuable in a B2B reseller environment.
Tashi doesn't just give you access to a world-leading AI-enabled travel marketplace software platform. At Tashi, we've built travel marketplaces ourselves. We work as genuine partners and help customers think through supplier strategy, marketplace structure, onboarding, content, growth and the operating model behind the marketplace itself. That is why being experts in travel marketplaces matters here.
Supplier onboarding and supplier import
Hero’s supplier support is strong. Hero’s success team onboards local suppliers, manages contracting, payments and product setup, and connects to leading reservation systems via API. The Hero marketplace contains thousands of tours and activities, accommodation and transport products across Australia and beyond.
Tashi's supplier story is a different story. With Tashi, suppliers can onboard themselves and manage their own products, bookings, guests and payments through the supplier extranet. Tashi also supports API based supplier and product import, which helps you grow inventory faster or connect with travel systems already used by suppliers.
Tashi's supports integrations and supply connections with FareHarbor, Tour Atlas and TBO.com with more being added all the time.
That means if your main need is a reseller selling infrastructure with centralised supplier onboarding support, Hero.travel is attractive. If your main need is to build and grow a broader travel marketplace where supplier self-service, SEO content, discovery and marketplace control all matter, Tashi is the more natural fit.
Tashi supports a broad range of travel marketplace models, not just one narrow use case
Tashi supports a broad range of travel marketplace models, not just one narrow use case. For example, Tashi's customer Atlantis Holidays is an example of what this looks like in practice. UAE-based Atlantis Holidays utilises Tashi's wide range of platform features for its leisure and incentive travel marketplace.
Tashi powered Upstays are a premium Italy travel agency, Arabian Tours offers adventure experiences in the MENA region, and Creative Experiences is a specialist crafting holiday marketplace for the European market. Meet more of Tashi's customers
Content, discovery and growth
Hero.travel positions itself much more as a reseller and sales-infrastructure-driven. It emphasises product access, portal workflows, widget and API selling, payments, commission and supplier connectivity. That makes sense for b2b businesses that want to sell connected travel products efficiently.
But travel marketplaces need more than selling infrastructure. They need destination pages, supplier pages, category pages, search, filtering and rich content that supports both conversion and long-term organic growth. That is why Tashi places strong emphasis on CMS control, search, filtering and branded marketplace presentation.
That also helps with SEO and AEO. Travel demand is highly search-led, and answer engines need structured content to understand what your marketplace offers, which pages are relevant and how products are grouped. With a platform like Tashi, you can create stronger pages around destinations, accommodations, experiences and extras, building a stronger foundation for both organic search and AI-driven discovery.
Who should choose Tashi?
Choose Tashi if you want a travel marketplace platform backed by a team that understands travel marketplaces in detail. Tashi is the stronger fit if you want supplier self-service, API product import options, travel-specific workflows, strong content control, and a partner who can help you make better decisions as you grow.
Customers such as Atlantis Holidays, Upstays, Arabian Tours and Creative Experiences give a better picture of that broader marketplace fit.
Choose Hero.travel if you want B2B travel reseller infrastructure, supplier connectivity, contracting support and commission automation for a travel agent, OTA or wholesaler-style selling model. It is a strong product for that job. It is simply less specifically aligned to broader travel marketplace execution than Tashi is.
Ready to explore your options?
If you are weighing up Tashi against Hero.travel and want to talk through the right path for your marketplace, contact us through the chat widget on our website or email us at hello@tashi.travel. We'd be happy to talk through a setup that fits your plans.
