Seller of Record
The entity shown as seller in the customer contract and carrying the transaction's contractual seller identity. It does not have to be the Merchant of Record.
Why it matters
Transaction concepts describe how a metasearch click becomes a downstream booking experience. Without context-preserving links, durable click identity, booking lifecycle events and reconciliation, search performance becomes disconnected from actual commercial outcomes.
What does it look like in practice?
A metasearch click ID travels through the deeplink, returns with booking events and is reconciled through cancellation/stay states. Breaking this lineage creates commercial attribution gaps.
Implementation questions
- Is search context preserved on the landing page?
- Is there a durable ID from click to booking?
- Are booking lifecycle events idempotent?
- Is provider state reconciled with internal state?
Common mistakes
- Treating a generic landing page as successful handoff
- Treating unknown booking state as failed
- Counting replayed conversions twice
Where does it appear in the travel stack?
Seller of Record commonly appears across transaction layers. Its implementation should make source-of-truth, identity, freshness and transaction-ownership boundaries explicit.
Related terms
Related technical guides
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