Free calculator · Industry funnels
Travel agency calculator: what does one booking cost you?
An itinerary takes hours and most never turn into an advance. Put in your own numbers and see what a booking costs to win, what it leaves after hotels and transport, what cancellations really take away, and what a client is worth over a year.
Stage definitions
Count every stage the same way each month, so the numbers mean the same thing to everyone.
- Enquiry
- A call, WhatsApp message or form asking about a destination, dates or a price.
- MQL (marketing-qualified)
- An enquiry where the travel dates, number of travellers and budget fit, and who replies.
- SQL (sales-qualified)
- An itinerary with a price sent after a call that confirms what they want.
- Booking
- The advance is paid.
- Trip completed
- They travelled, after cancellations.
What would change it
The same numbers with one thing improved, worked out live.
Full breakdown
Every number this calculator works out.
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How this is calculated
- Ad enquiries = ad spend ÷ cost per enquiry, or (ad spend ÷ cost per click) × click to enquiry rate. Enquiries = ad enquiries + enquiries from other channels. Spend = ad spend + other channels.
- MQLs = enquiries × % MQL. SQLs (itineraries) = MQLs × % with an itinerary. Bookings = itineraries × % that pay an advance. Trips completed = bookings × % that travel. Cancelled = bookings − trips.
- Booking value = package price per traveller × travellers per booking. Your margin per booking = booking value × margin %.
- Cost per enquiry = spend ÷ enquiries. Cost per itinerary = spend ÷ SQLs. Cost per booking = spend ÷ bookings. Cost per completed trip = spend ÷ trips.
- Kept on a cancellation = booking value × advance % × (1 − refund %): the refund is a % of the advance, not of the package. Most you can pay per booking = % that travel × margin per booking + % that cancel × kept on a cancellation.
- Margin lost to cancellations = cancelled × (margin per booking − kept on a cancellation). If a supplier keeps part of what you paid them, count it by raising the refund %.
- Client value over 12 months = margin per booking × (1 + repeat trips per client).
- The month: sales = trips × booking value; margin = trips × margin per booking; charges kept = cancelled × kept on a cancellation; profit = margin + charges kept − spend; advances = bookings × booking value × advance %. Repeat margin = trips × repeat trips per client × margin per booking; with repeat trips = profit + that.
Green, amber and red compare each result with the break-even your own numbers imply, never with an outside benchmark. Every starting number is an editable example, not an industry average.
Questions
About this calculator
An MQL is an enquiry where the travel dates, number of travellers and budget fit, from someone who replies. An SQL is an itinerary with a price sent after a call that confirms what they want. An itinerary sent without a call is not counted as an SQL.
For each cancelled booking: the margin you would have earned, minus what you keep from the advance (advance × (100% − refund %)). The refund is a % of the advance, not of the package. If a supplier keeps part of what you paid, raise the refund % to match.
Because some bookings cancel. It is the margin × the share that travel, plus the cancellation charge × the share that cancel.
No. They are starting values so the page is not empty. Replace them with your own from your enquiry register, bookings and supplier bills.
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