DiscoverCars.com – a leading car rental aggregator – was an exhibitor at the recent APEX FTE Asia Expo 2025, where the company brought its technology integration options to life. In this video interview, Christoph Schulte, Head of B4B, shares what’s new on the product and technology side at DiscoverCars.com, the innovative B4B rather than B2B approach, how car rental is “core” for the company, and much more.
At APEX FTE Asia Expo, Schulte, shared insights into how the company is transforming the car rental experience for partners in the travel and aviation industries. With a strong focus on innovation, digital transformation, and operational efficiency, DiscoverCars.com is reshaping the car rental landscape with a distinctive approach that goes beyond the traditional B2B model.
New API launch and the future of car rental distribution
Schulte highlighted a major milestone for the company: the rollout of its new API version. This upgrade is not just an incremental improvement, it represents a significant leap forward in streamlining the car rental booking process.
“We are currently rolling out our new API, which brings both the booking and pay endpoints into the partner environment,” Schulte explained. “This is in line with the industry’s evolving NDC trend of one order, one offer, one payment. With this new API, we’re giving our partners – whether airlines, OTAs, or travel agency networks – full control of retail rates, dynamic bundling, and integration across all digital customer touchpoints.”
The launch of this API marks a crucial step toward optimising the car rental experience for customers and travel partners alike, aligning with the broader trend of digital transformation in the travel sector.
B4B: a partnership-focused approach to business
Unlike traditional B2B models, DiscoverCars.com’s B4B approach emphasises long-term collaboration and support. “B4B is our Oracle philosophy,” said Schulte. “It’s not about providing a product and leaving partners to figure things out on their own. We take a highly automated approach but also provide a hands-on, cooperative partnership from integration all the way through to post-booking support.”
This model, according to Schulte, sets DiscoverCars.com apart from other car rental providers who may simply offer a product and expect partners to manage all the operational aspects. The company is committed to taking on the operational burden of managing over 1,000 car rental suppliers globally and providing 24/7 support through an in-house call centre.
“For us, car rental is core,” Schulte said. “For many of our partners, it’s an ancillary offering. Our goal is to make sure that the experience feels seamless, so partners can focus on what they do best without worrying about the complexities of managing car rentals.”
Seamless integration and risk-free branding
A key feature of DiscoverCars.com’s model is its ability to integrate car rental solutions into partners’ existing distribution channels without risking brand reputation. Schulte emphasised that the company offers white-label solutions, API integrations, and customised recommendations for optimal placement and commercial strategies.
“We understand that our partners are concerned about their brand reputation,” Schulte noted. “We work hard to ensure that we fit seamlessly into their ecosystem, providing reliable car rental services without compromising their customer experience. Whether through a fully white-labelled solution or an API integration, we provide a consistent, high-quality service that complements their brand.”
This focus on risk-free integration has made DiscoverCars.com a trusted partner for travel agencies, airlines, and OTAs looking to add car rental options without taking on the operational complexities of managing a global car rental network.
APEX FTE Asia Expo: “A relaxed vibe and meaningful, qualified discussions”
Reflecting on his experience at APEX FTE Asia Expo, Schulte praised the event for fostering a collaborative and engaging environment. “It’s great to be here. The global travel industry vibe is amazing. FTE does a great job of bringing professionals together from all over the world. Compared to other events, the vibe here is very relaxed, which makes it easier to engage in meaningful, qualified discussions.”
For Schulte, events like APEX FTE Asia Expo are valuable not only for showcasing innovations but also for building relationships with industry peers and partners. The relaxed yet professional atmosphere of the event creates the ideal setting for exchanging ideas and exploring future opportunities in the travel and aviation sectors.
DiscoverCars.com’s innovative approach to car rental distribution, with a strong focus on automation, integration, and partnership, is positioning the company as a key player in the travel industry’s digital transformation. As the company continues to evolve, its B4B philosophy promises to make the car rental process smoother, more efficient, and better integrated with the broader travel ecosystem.
View the full APEX FTE Asia Expo 2025 report >>Save the date for APEX FTE Expo Asia, 18-19 November 2026 – uniting the world in Singapore for the largest end-to-end passenger experience and innovation expo
Next year, we’re building on 15 years of incredible momentum, as our long-running regional show evolves into a true global mega event with the launch of the unified APEX FTE Expo Asia, bringing together two of the industry’s most respected brands under one roof at the Marina Bay Sands. APEX will bring its largest event, APEX Global EXPO, to Singapore, combining its unrivalled customer experience heritage with FTE’s long-established regional innovation APAC event, which will now take on a broader global focus.
This powerful new collaboration will unite the world in Singapore for the largest end-to-end passenger experience and innovation expo, connecting airline, airport, and technology leaders from across APAC and beyond to showcase the ideas, solutions, and partnerships redefining the future of travel.
With more than 3,000 participants expected, including representatives from 100+ airlines and airport operators from around the world, attendees will experience a dynamic exhibition and conference programme featuring C-suite interviews, case studies, and discussions exploring the strategies, technologies, and collaborations driving the next era of air transport innovation.
Mark your diary for APEX FTE Expo Asia, Singapore, 18-19 November 2026 >>
