Abstract: A system, method, apparatus and computer program product are provided in accordance with an example embodiment in order to provide a collection of services in a cloud environment that may be utilized by partners and web developers to build innovative travel applications. An example method may comprise providing a plurality of application user interfaces (APIs) allowing development of an application, each of the plurality of APIs being classified as at least one of an informational service, a transactional service, or an intelligence service, each informational service comprising static content, each transactional service configured for at least one of booking, shopping, or fulfillment transactions, and each intelligence service comprising contextual performance metrics derived from at least one of shopping data or transactional data.