A traveller books a flight. They know where they're going, when they land, and that they'll need a car when they arrive. That part is simple. What happens next often isn't. Behind that simple moment sits a distribution model the traveller never sees, and it shapes how smooth or fragmented their experience turns out to be.

Direct distribution works differently. It connects the airline directly to the car rental partner's system, so the booking journey, customer data and commercial relationship are not controlled by an intermediary.

What's the difference between broker and direct car rental distribution?

In a broker model, a third party sits between the airline, the car rental partner and the traveller. The booking may appear connected on the surface, but the experience behind it is often split across different parties. That structure shapes the traveller experience too.

Travellers can be shown third-party protection products that may not be recognised in the way they expect at the rental desk. Customer support can become fragmented. And when something goes wrong, it is not always clear who owns the issue. The result is a journey that should feel like one trip, but often plays out as a series of disconnected handoffs.

How does direct car rental distribution work?

With Meili, airlines and travel brands offer car rental directly to their travellers, without a middle man in between. The experience stays inside the airline's own digital channels. The booking goes straight into the car rental partner's system. There is no broker managing the relationship in the middle.

That changes the outcome for everyone involved:
- Airlines get closer ownership of the customer experience, the booking data and the ancillary revenue opportunity.
- Car rental partners get a direct relationship with the customer from the moment of booking, not just when they arrive at the counter.
- Travellers get a more connected booking experience, with fewer handoffs and fewer surprises.

Why this matters for airline ancillary strategy

Car rental is a meaningful part of airline ancillary revenue, but it has too often been treated as a separate product sitting outside the core trip. That is the missed opportunity. When car rental is distributed directly, it becomes part of the traveller journey. The airline has more control over the experience. The car rental partner has a direct connection to the customer. The traveller gets a clearer path from search to pickup.

Meili exists to remove friction from ancillary distribution, giving airlines and travel brands a direct, transparent way to serve their travellers, without a broker in the middle.

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Frequently asked questions

What is a broker model in car rental distribution?
A broker model uses a third-party intermediary between the airline, the car rental partner and the traveller. The broker controls much of the booking flow, customer interaction and commercial model, rather than connecting the airline and car rental partner directly.

Why does the broker model create friction?
The broker model creates friction because the booking journey, customer data, protection products and support can sit across different parties. That can make the experience harder to manage and less clear for the traveller when something changes or goes wrong.

Why are airlines moving to direct car rental integrations?
Direct integration gives airlines more ownership of the customer experience, booking data and ancillary revenue opportunity. It also gives car rental partners a direct relationship with the traveller from the moment of booking.

Is Meili a broker if it connects the airline and the car rental company?
No. Meili is a technology provider, not a broker. Meili doesn't hold the booking, the data or the price, and isn't a party to the commercial relationship between the airline and the car rental company. The airline's booking channel connects directly to the car rental company's system, and both sides keep full ownership of the customer relationship throughout.