Travel Agency Business Valuation
Travel Agency Valuation Calculator & Exit Planning Built for Travel Business Owners
We built one platform that tracks your travel agency's value monthly, identifies exit gaps early, and ensures your personal finances align with your exit timeline.
1,000+ Businesses have joined YourExitValue.com
Most Travel Agency Owners Have No Idea What Their Business is Actually Worth
Current Travel Agency Valuation Multiples (2026)
Travel agency valuations depend on specialization, recurring clients, and commission structures. Here's the market:
Every business is different. That's why you need to track your value.
Included in Your Exit Value is a complete Exit Planning Assessment where you track your progress quarterly against your results from the previous quarter.
Know your number and watch it grow
Most business owners guess at their value. You'll know it with precision.
Our platform uses six proven valuation methodologies to give you a complete picture of what your business is worth today—and tracks how that number changes month over month. No more waiting for annual appraisals or paying $15K+ for outdated reports.
See your trends. Spot opportunities. Make informed decisions
What Actually Drives Travel Agency Value
Your travel expertise matters, but sophisticated buyers evaluate these factors that determine premium pricing:
Corporate Accounts
Strong Corporate Travel Base
Leisure travel is transactional—one vacation, then back to marketing. Corporate accounts provide recurring revenue as businesses send employees traveling repeatedly. Corporate travel management agreements create predictable income that leisure bookings can't match. Building corporate relationships significantly increases value.
Leisure-only = no recurring revenue
Specialization
Defined Niche Expertise
General travel agencies compete with online booking. Specialists in destination weddings, adventure travel, luxury cruises, or specific destinations develop expertise that justifies fees. Clear specialization attracts clients who value expertise and creates defensible positioning that buyers appreciate.
Generalist = online competition
Supplier Relationships
Strong Preferred Vendor Status
Preferred status with suppliers—cruise lines, tour operators, hotel groups—provides commission advantages, marketing support, and client perks. These relationships demonstrate volume and professionalism that take years to build. Document your supplier relationships; they transfer to new ownership.
No preferred status = lower margins
Client Database
Active, Documented Client List
Your client list is your primary asset—but only if it's documented. Complete records with travel history, preferences, and contact information enable new owners to continue serving clients. If client info exists only in your head or scattered files, you're leaving value on the table.
Poor records = unverifiable assets
Agent Team
Trained Agents Beyond Owner
If you're the only agent and all client relationships are yours, value walks out when you do. Having trained agents who manage their own client relationships demonstrates capacity and transferability. Building a team takes time but is essential for a valuable exit.
Owner-only = key person risk
Technology & Booking
Modern GDS, CRM Systems
Professional agencies use GDS (global distribution systems) and CRM tools that enable efficient booking and client management. Modern systems demonstrate operational sophistication. Agencies without professional tools face capability and integration challenges that buyers will notice.
Manual processes = inefficiency
How to Value a Travel Agency
The U.S. travel agency market includes approximately 20,000 agencies generating billions in commission and service fee revenue. Travel agencies have evolved from transactional booking offices to specialized advisors focusing on luxury, corporate, group, and destination travel.
Seller's Discretionary Earnings (SDE) is the primary valuation method. Travel agencies typically sell for 1.0x to 2.5x SDE. Agencies with strong corporate travel accounts, luxury travel specialization, and commission overrides from preferred supplier relationships command the higher end.
Revenue multiples generally range from 0.30x to 0.70x annual commission revenue. Agencies with corporate travel management contracts and group travel specializations achieve the upper end.
The unique valuation factor for travel agencies is the corporate account base and preferred supplier relationships. Corporate travel accounts provide recurring, predictable booking volume. Preferred supplier agreements with hotel chains, cruise lines, tour operators, and airlines provide commission overrides and preferred pricing that increase profitability. The independent contractor vs. employee advisor model also impacts valuation — agencies with IC advisors who have their own client followings face retention risk if advisors leave post-acquisition.
The travel agency industry has rebounded strongly post-COVID, with consumers increasingly valuing expert advice for complex and luxury travel. Agencies with niche expertise and strong supplier relationships are well-positioned. Use our free calculator above to get your instant estimate, then track your value monthly with YourExitValue.
Frequently Asked Questions
What multiple do travel agencies sell for?
Most travel agencies sell for 1.8x – 3.5x SDE. Agencies with corporate accounts, clear specialization, and agent teams command the higher end.
How does corporate vs leisure mix affect value?
Significantly. Corporate travel provides recurring revenue as businesses travel repeatedly. Leisure-only agencies require constant new client acquisition.
Who buys travel agencies?
Larger travel agencies seeking clients or capabilities, travel management companies, franchise groups, and individual buyers with travel industry experience.
Does specialization affect travel agency value?
Yes. Specialists in destinations, trip types, or client segments develop expertise that justifies fees. Clear positioning differentiates from online competition.
How important is the client database?
Critical. Your client list with travel history and preferences is your primary asset. Complete documentation enables new owners to continue serving clients.
What's the fastest way to increase my travel agency value?
Three high-impact moves: 1) Build corporate accounts for recurring revenue, 2) Develop clear specialization niche, 3) Train agents so relationships don't depend solely on you.