Building a sellable travel business might not be on your radar, but it should be. Whether you ever plan to sell or not, designing your agency as an asset (not just a job) creates structure, scale, and long-term stability. In this episode of the podcast, we break down what makes a business sellable, how to assess your agency’s current value, and which steps to take now so you’re building with the future in mind.

What “Sellable” Really Means

Most travel businesses start as lifestyle businesses. They support your schedule, your interests, and your life. But they often rely heavily on you, the founder. If you’re the one managing clients, solving problems, and delivering the service, you don’t have a business someone else can easily acquire or run.

A sellable business, by contrast, operates with systems, teams, and documentation. It’s structured to deliver consistent results whether or not you’re involved day to day. It’s an asset with transferable value. And while not every advisor wants to exit, the discipline of building a business that could be sold will also make it easier to grow, scale, and step back.

The Financial Foundation That Builds Value

One of the biggest mindset shifts required to build a sellable business is becoming obsessed with profitability, not just revenue. High sales numbers may look impressive, but if your expenses are ballooning, you’re not creating value.

You’ll want to track:

• Gross profit margin: The amount you keep after paying to deliver the service. This should be 70% or more.
• Customer acquisition cost (CAC): What it costs you to get a new client.
• Customer lifetime value (LTV): What one client spends with you over the long term.
• Conversion rates: How many leads turn into paying clients.

These numbers tell the true story of your business and will be essential if you ever seek funding, partners, or a buyer. They also reveal areas of opportunity: is your pricing too low? Are you overspending on ads that don’t convert? Are loyal clients coming back or walking away after one trip?

What Makes a Travel Business Sellable?

Financials matter, but so do systems and structure. A travel business is more attractive to buyers (or more scalable for you) when it can function without your direct involvement. That means removing yourself as the bottleneck and building repeatable processes that others can follow.

Key areas to focus on include:

Team structure

Instead of hiring randomly or reactively, think strategically. Many founders start from the bottom, hiring assistants or entry-level help. But a more effective approach is to hire leadership roles, fractional COOs, CFOs, or CMOs, who can build and manage the rest of the team. This top-down hiring frees you from daily oversight and builds long-term stability.

Documented systems and SOPs

Every service you offer should have a documented workflow, both in writing and in video. That way, if a new contractor or team member comes on board, they can deliver to your standard without needing constant guidance. Your goal is consistency and repeatability, not reinvention with every client.

Tech stack and automation

Use technology to streamline what doesn’t need to be done manually. From CRM systems to task management tools, automating your process can make your agency more efficient and scalable, which in turn, makes it more valuable.

How to Know What Your Business Is Worth

A travel business isn’t valued solely on its revenue. It’s valued on its earnings. Specifically, buyers look at your EBITDA (earnings before interest, taxes, depreciation, and amortization). In plain terms, this is your profit, stripped of financial fluff.

To increase that value, you’ll want to show:

• Consistent profitability over time
• Documented systems and scalable workflows
• A strong customer base with recurring revenue or referrals
• A clear leadership structure that doesn’t rely solely on you

You don’t have to do this overnight. In fact, you shouldn’t. But getting a business valuation, even if you aren’t ready to sell, can be a wake-up call. It gives you a starting point and shows you what’s possible if you tighten up systems and build with intention.

Common Mistakes That Kill Business Value

The biggest obstacle to building a sellable travel business? Doing too much yourself. Founders often hold tight to operations, marketing, client experience — believing no one else can do it quite like they can. That may be true, but it’s not scalable. And it certainly isn’t sellable.

Other common missteps include:

• Undercharging and undervaluing your time
• Ignoring key metrics like profit margin or CAC
• Neglecting to document processes or train your team
• Relying on temporary fixes instead of strategic planning

All of these are fixable and you don’t need a massive team or budget to start improving them. It starts with awareness and a commitment to treat your business like a real asset, not a side gig.

Your Next Move

You may never list your business for sale. But wouldn’t it be empowering to know you could? Start by focusing on the numbers that matter, building structure around your services, and stepping into the CEO role your business needs.

If you’re ready to turn your travel business into something bigger than yourself, Agency Expansion Academy can help. Inside, you’ll find the strategy, systems, and support to build a business that lasts — and thrives.