Is the Travel-Agent Industry Dead?

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February 05, 2025

by a searcher from Texas A&M University in Littleton, CO, USA

Private searcher here looking for my first acquisition. I have primarily been looking in the blue-collar sector because I have a lot of faith in the demand for these services in the future. It seems like it will have the most long-term stability & market size, and it also aligns well with my background.

However, I have been operating a small side-hustle as a Travel Advisor for friends planning and booking their honeymoons, and am wondering if I should pivot my search. I can't help but notice how much more I enjoy travel advising, and am a believer that if you enjoy and are skilled at what you do, there is a way to make a lot of money doing it.

So: Is this industry in too much of a decline to go after one of the old-timer's agencies who is interested in retiring?

There are definitely limitations I can see:
1. The demand for agent-booking is drastically declining because of the points industry, and self-booking software (expedia, tripadvisor, etc.). I almost exclusively use points to book travel, so I wouldn't want to hire a travel agent myself.
2. The "Travel-Agent" role seems like a classic example of a non-scalable model where your earnings are limited by your own time. The # of clients you can personally manage is directly related to how much money your business will make. There are not a lot of barriers to entry, so employees you hire will most likely end up as a competitor or a partner.

These are the opportunities I see:
1. Regardless of the rise of self-booking software, there is still demand for personalized travel advising. My own short-term experience has shown me that many people still value booking with a more human experience. In fact, I think with the plethora of booking options, more people are overwhelmed by the amount of options at their fingertips with no real differentiation, and many young travelers would like some pointed advice.
2. Potential to grow active clientele by utilizing virtual assistants, AI, and incorporating a proprietary self-booking software into your own advising.
3. Deals to be had. If something is declining, there's a deal to be had. Multiples could be a lot lower even with money still on the table in the next 5-20 years.

Curious to hear people's thoughts. Especially anyone with experience in this industry.

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commentor profile
Reply by an intermediary
from California State University, San Bernardino in Stratton, CO 80836, USA
Years ago, TurboTax was supposed to put all accountants out of business. Instead, I hear the rumor that accounting firms are having a hard time finding accountants and that there are not enough new accountants to replace those retiring. Robo advisors were supposed to replace wealth/financial advisors and now the threat is supposedly AI. What technology substitutes well is the repeatable majority volume, not usually the more boutique niches. Booking flights is very different than booking experiences. So I don't see the boutique travel-agent industry going away. Just my observations.
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Reply by a searcher
from Duke University in Tampa, FL, USA
Hi Reese, I would suggest you do some research on the growth trajectory of this industry. Of course it varies on different factors (age, type of trip etc) but I've seen research stating that there is growth in this space. I work for a cruise line, and the large majority of the sales in this industry are still through travel agents. Hope that's helpful.
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