Industry report · 2026
Travel Agencies: industry report 2026
Google ratings, review benchmarks, website adoption and the toughest markets, from the 17,947 travel agencies listed in the Page One Partner directory.
- Listed in our directory
- 17,947
- Average Google rating
- 4.49
- Median reviews
- 10
- Reviews for top quarter
- 31+
- Have a website
- 67.7%
- Meet all 3 benchmarks
- 16.2%
Key findings
- The Page One Partner directory lists 17,947 travel agencies; the most listed are in California (2,999). These are the businesses in our directory, collected from the trade's 400 largest U.S. cities, not a count of every one in the country.
- Average Google rating: 4.49 (businesses with 10+ reviews), 49th of 60 trades. 48.4% are rated 4.8 or higher.
- Reviews: among travel agencies with Google reviews, the median has 10; 31+ is top quarter and 95+ top 10%. 74.9% have fewer than 10.
- Websites: 67.7% list a website; of those sites, 47.3% run Google Analytics and 87.5% are mobile-friendly.
- Only 16.2% meet all three visibility benchmarks for the trade (website, median reviews, 4.5+ rating).
- Hardest market to stand out in: Henderson, NV (98 reviews for the local top quarter).
- On Yelp, travel agencies score 3.77 on average against 4.46 on Google.
- The 10% most-reviewed travel agencies hold 94% of all the trade's Google reviews.
Page One Partner Research · 17,947 travel agencies in our directory · Updated October 2026 · Methodology
Where our directory lists the most travel agencies
Businesses listed in the Page One Partner directory by state, not a count of every business in each state.
- California2,999
- Florida2,043
- Texas1,662
- New York1,342
- Illinois649
- Georgia601
- North Carolina487
- Colorado468
- Arizona464
- Pennsylvania455
- Ohio443
- New Jersey437
Toughest markets for travel agencies
Google reviews needed for the local top quarter. Cities with at least 40 businesses in this trade.
Website adoption is highest in Connecticut (75.9%) and lowest in Hawaii (59%), among states with at least 100 travel agencies.
Travel Agencies by state
| State | Listed | Avg rating | Median reviews | Top-quarter reviews | Has a website |
|---|---|---|---|---|---|
| California | 2,999 | 4.31 | 7 | 21 | 65.3% |
| Florida | 2,043 | 4.44 | 13 | 45 | 67.9% |
| Texas | 1,662 | 4.43 | 12 | 36.8 | 66.4% |
| New York | 1,342 | 4.5 | 8 | 26 | 64.5% |
| Illinois | 649 | 4.52 | 11 | 35 | 71% |
| Georgia | 601 | 4.52 | 9 | 28 | 73.7% |
| North Carolina | 487 | 4.66 | 8 | 25.5 | 72.1% |
| Colorado | 468 | 4.59 | 10 | 33.8 | 67.3% |
| Arizona | 464 | 4.59 | 11 | 32 | 65.3% |
| Pennsylvania | 455 | 4.65 | 13 | 42 | 72.7% |
| Ohio | 443 | 4.59 | 10 | 29 | 69.1% |
| New Jersey | 437 | 4.34 | 12 | 41 | 59.7% |
| Massachusetts | 423 | 4.6 | 9 | 42 | 65.7% |
| Virginia | 418 | 4.39 | 10 | 25 | 69.9% |
| Washington | 346 | 4.46 | 8 | 24.8 | 70.5% |
| Nevada | 338 | 4.33 | 12 | 40 | 62.7% |
| Michigan | 332 | 4.53 | 14 | 33 | 69.3% |
| Maryland | 292 | 4.59 | 9 | 28 | 75% |
| Tennessee | 256 | 4.68 | 13 | 37.5 | 67.6% |
| Minnesota | 251 | 4.65 | 8 | 23.5 | 61.4% |
| Missouri | 250 | 4.65 | 9 | 26 | 68.8% |
| South Carolina | 231 | 4.52 | 12 | 32 | 74% |
| Indiana | 219 | 4.59 | 15 | 49 | 67.6% |
| Wisconsin | 207 | 4.58 | 12.5 | 38.3 | 70% |
| Alabama | 190 | 4.55 | 7 | 17.5 | 67.9% |
| Hawaii | 178 | 4.44 | 5.5 | 15 | 59% |
| Louisiana | 176 | 4.51 | 6 | 19 | 70.5% |
| Oregon | 175 | 4.55 | 11 | 35.8 | 69.7% |
| Connecticut | 170 | 4.67 | 6 | 19 | 75.9% |
| Oklahoma | 167 | 4.67 | 12 | 28 | 59.9% |
| District of Columbia | 138 | 4.37 | 9 | 70 | 65.2% |
| Kansas | 134 | 4.28 | 9 | 53 | 68.7% |
| Utah | 131 | 4.55 | 13.5 | 57.8 | 67.2% |
| Kentucky | 124 | 4.63 | 13.5 | 32.5 | 69.4% |
| Nebraska | 92 | 4.6 | 12 | 28 | 72.8% |
| Delaware | 86 | 4.65 | 10 | 47.5 | 84.9% |
| Iowa | 79 | 4.69 | 12 | 24.5 | 79.7% |
| Arkansas | 70 | 4.55 | 9.5 | 25 | 74.3% |
| Rhode Island | 66 | 4.5 | 7 | 22.8 | 71.2% |
| New Mexico | 63 | 4.32 | 10 | 31.5 | 54% |
| Idaho | 53 | 4.22 | 11 | 28.5 | 81.1% |
| Alaska | 51 | 4.88 | 8 | 25 | 70.6% |
| New Hampshire | 49 | 4.33 | 12 | 31 | 81.6% |
| Mississippi | 29 | 4.3 | 2 | 11 | 58.6% |
| North Dakota | 25 | 4.55 | 7 | 23 | 76% |
Largest travel agencies markets
| City | Listed | Avg rating | Median reviews | Top-quarter reviews | Has a website |
|---|---|---|---|---|---|
| New York, NY | 515 | 4.53 | 7 | 28.8 | 66.6% |
| Miami, FL | 327 | 4.48 | 19 | 63 | 70% |
| Houston, TX | 326 | 4.48 | 10 | 30 | 63.2% |
| Los Angeles, CA | 290 | 4.12 | 8 | 19 | 54.8% |
| Chicago, IL | 276 | 4.41 | 9 | 39 | 63% |
| Dallas, TX | 262 | 4.25 | 13.5 | 39.8 | 56.5% |
| Las Vegas, NV | 239 | 4.26 | 12.5 | 53.3 | 59.8% |
| Atlanta, GA | 222 | 4.41 | 10 | 27 | 70.3% |
| Orlando, FL | 214 | 4.56 | 16.5 | 66 | 68.7% |
| San Francisco, CA | 208 | 4.57 | 7 | 41 | 59.6% |
| Fort Lauderdale, FL | 185 | 4.33 | 16 | 43 | 68.6% |
| Honolulu, HI | 170 | 4.41 | 5.5 | 15 | 57.1% |
| Denver, CO | 165 | 4.6 | 13 | 55 | 68.5% |
| Brooklyn, NY | 160 | 4.54 | 8.5 | 24.8 | 60.6% |
| Hialeah, FL | 159 | 4.58 | 13 | 73 | 44.7% |
Answers
Questions about travel agencies
How many travel agencies are in the Page One Partner directory?
17,947, as of October 2026, collected from Google Business Profiles in the trade's 400 largest U.S. cities. It is not a count of every one of the travel agencies in the U.S.: businesses outside those cities, or without a Google Business Profile, may be missing.
What is the average Google rating for travel agencies?
4.49 stars among travel agencies with 10 or more reviews; 48.4% are rated 4.8 or higher and 14% below 4.0 (Page One Partner Research, October 2026).
How many Google reviews do travel agencies have?
The median is 10 among those with reviews; the top quarter have 31+ and the top 10% 95+. 74.9% have fewer than 10 (Page One Partner Research, October 2026).
What percentage of travel agencies have a website?
67.7% list a website on their Google Business Profile (Page One Partner Research, October 2026).
Which state has the best-rated travel agencies?
Tennessee (average 4.68), among states with at least 50 travel agencies with 10+ reviews (Page One Partner Research, October 2026).
Every number here comes from the Page One Partner studies: review benchmarks, ratings by industry, websites, visibility gap and competitive markets.
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