Travel agencies & tour operators competitor analysis
Criteria, weights, features, KPIs and sources for analysing competitors of travel agencies, tour operators, trek organisers, visa services, destination management companies.
Travellers compare itineraries, inclusions and price across OTAs, specialist operators and social media creators who now sell trips directly. Reviews, safety record and responsiveness weigh heavily because the trip cannot be returned.
This template compares itinerary quality, price and inclusions, reviews, safety and trust, booking experience and content reach.
What decides who wins
Score every competitor from 0 to 10 on these criteria. The weights are a starting point; adjust them to what your customers say matters.
| Criterion | Weight | What to look at |
|---|---|---|
| Itinerary quality & uniqueness | 18% | Routes, experiences, pacing |
| Price & inclusions | 18% | Per-person price, what is included |
| Reviews & reputation | 18% | Rating, review volume, recent themes |
| Safety & trust | 14% | Guides, permits, insurance, emergency support |
| Booking & responsiveness | 12% | Enquiry response, payment options |
| Content & social reach | 12% | Instagram, YouTube, blog |
| Flexibility & policies | 8% | Cancellation, date changes, customisation |
Features and offers to compare
Mark each competitor yes, partly or no. Critical items missing from your offer are the first gaps to close.
- Customisable itineraries (Important)
- Free cancellation window (Important)
- Group departures (Important)
- Certified guides (Important)
- 24/7 trip support (Important)
- Instalment payments (Nice to have)
- Travel insurance included (Nice to have)
- Visa assistance (Nice to have)
- Women-only trips (Nice to have)
Where to find your competitors
- Google: '[destination] tour package', '[activity] in [destination]'
- OTAs and activity marketplaces (for example MakeMyTrip, Viator, GetYourGuide)
- Instagram creators running group trips
- Tripadvisor rankings for your destination
Well-known players in related categories
Larger brands your customers may compare you with. Listed for research only; inclusion does not imply they compete with you.
- Online travel agencies: Booking.com, Expedia, Airbnb, Agoda, Trip.com, Tripadvisor, Viator, GetYourGuide
- Hotel chains & stays: Marriott, Hilton, IHG, Hyatt, Accor, Radisson, Wyndham, Taj Hotels (IHCL)
KPIs to benchmark
- Price per person for a comparable itinerary
- Inclusions and exclusions
- Rating and review count on Google and Tripadvisor
- Instagram followers and engagement
- Cancellation policy
Five Forces snapshot
Typical pressure in this market. Your local situation may differ; rate it in the Five Forces tool.
| Force | Typical level |
|---|---|
| Competitive rivalry | Very high |
| Threat of new entrants | Very high |
| Threat of substitutes | High |
| Bargaining power of buyers | High |
| Bargaining power of suppliers | Medium |
Estimating market share
For this industry, review counts are usually the most practical public proxy for share. Use the same source for every business and read the result as a share of the businesses you track. See how to estimate market share and HHI.
Mistakes to avoid
- Comparing prices without matching inclusions
- Ignoring creator-led trips
- Copying itineraries rather than differentiating on experience