Sure Travel
Sure Travel is a privately held South African travel agency that sells leisure packages, flights, cruises, and corporate travel through an online booking platform, a network of physical agencies, and accredited travel agents serving primarily South African outbound travelers.
- Company typePrivate
- Founded1990
- HeadquartersCape Town, South Africa
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Sure Travel does
Sure Travel is a privately held South African travel agency that sells packaged holidays, flights, cruises, tours, and ancillary travel services to predominantly South African outbound travelers. The company operates a hybrid distribution model: a self-service online booking platform for hotels, car rentals, transfers, activities, and flights, paired with a network of physical travel agency locations staffed by accredited travel agents who handle tailor-made itineraries and complex bookings. Pricing is per-person across three tiers — budget (under R10,000), mid-range (R10,000-R40,000), and premium (R40,000-R100,000+), with early booking discounts and pay-as-you-go billing.
The company's core product surface spans Leisure Travel Packages (137 active packages curated from global tour operators such as Contiki, Club Med, Insight Vacations, Trafalgar, Cunard, Thompsons Holidays, Holiday Factory, and World Leisure Holidays), the My Suitcase self-service booking and trip-management platform, and Sure Corporate Travel, a managed travel division for business clients. Sure Travel holds IATA and ASATA accreditations, enabling direct ticketing and standard industry access. Revenue is commission-based across packaged bookings, agent-assisted bookings, and affiliate referrals for insurance (Santam, Hollard), eSim (Airalo), and activities (Viator), with no subscription or recurring contracted layer evident in the data.
The business is organized within the Sure Holdings (Pty) Ltd Group alongside Sure Corporate Travel (Pty) Ltd, Sure Online (Pty) Ltd, and Agent Points ST (Pty) Ltd, and serves customers across Africa, Europe, Australasia and Oceania, the Americas, the Far East, the Middle East, the Indian Ocean Islands, the UK, and Ireland. Headcount is reported at 11-50, revenue is not publicly disclosed, and no funding rounds or external investors appear in the source material.
Sure Travel firmographics
Firmographics- Name
- Sure Travel
- Legal name
- Sure Travel (Pty) Ltd
- Website
- https://suretravel.co.za
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sure Travel is a privately held South African travel agency that sells leisure packages, flights, cruises, and corporate travel through an online booking platform, a network of physical agencies, and accredited travel agents serving primarily South African outbound travelers.
- Ownership category
- akta.pro rank
Sure Travel industry classification
Industry- Product category
- Travel Agency Services
- NAICS
- Travel Agencies (561510), Tour Operators (561520)
- akta.pro primary industry
- Fee-Based/Independent Trip Planners (No Booking) (THAKAOAA)
- akta.pro secondary industry
- Online/Hybrid Corporate Travel Agencies (Self-Booking + Support) (THAKACAB)
Keywords
Where Sure Travel is headquartered
LocationHeadquarters
- HQ city
- Cape Town
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
Sure Travel business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Travel Package Bookings: Sure Travel earns commissions on packaged holiday bookings including flights, hotels, cruises, tours, and activities through their platform and agency network. They aggregate inventory from multiple tour operators and travel suppliers.
- Agent-Assisted Bookings: Revenue generated through travel agent services for tailor-made holiday bookings, corporate travel management, and specialized travel arrangements including sporting events, adventure travel, and luxury holidays.
- Insurance and Ancillary Services: Commission revenue from travel insurance products (Santam Travel Insurance, Hollard Travel) and ancillary services including visa assistance, luggage tracking, and eSim solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget packages under R10,000 per person |
| Unit Pricing | Pay-as-you-go | Mid-range packages R10,000 - R40,000 per person |
| Unit Pricing | Pay-as-you-go | Premium packages R40,000 - R100,000+ per person |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Sure Travel product offering
Product offeringCore offering
Sure Travel is a South African travel agency that curates and sells tailor-made leisure holiday packages (flights, hotels, transfers, car rentals, cruises, tours, activities) to global destinations through an online booking platform and a network of accredited physical travel agents. It also operates a dedicated corporate travel division (Sure Corporate Travel) providing managed business travel services. Revenue is primarily earned through commissions on bookings aggregated from third-party tour operators, cruise lines, and travel suppliers.
Product overview
Sure Travel is a South African travel management company operating a platform-plus-partner model. The core offering consists of Leisure Travel Packages providing tailor-made holidays (flights, hotels, transfers, car rentals, activities, cruises, and tours) and Sure Corporate Travel for business travel management. The My Suitcase feature enables users to save and manage bookings online, while the ITC's/Affiliates program provides independent travel consultants with access to the booking platform. The company aggregates inventory from third-party suppliers including cruise lines (Celestyal, Cunard, P&O), tour operators (Contiki, Insight Vacations, Trafalgar, Club Med), and activity providers (Viator) to offer a comprehensive travel portfolio.
Differentiator
Problem solved
Functional benefit
Brands
- Sure Corporate Travel: Corporate travel management services for business clients
- My Suitcase
- ITC's/Affiliates
Products and services
- Leisure Travel Packages Tailor-made holiday packages bundling flights, hotels, transfers, car rentals, activities, cruises, and guided tours to destinations worldwide. Available in budget (under R10,000/person), mid-range (R10,000-R40,000/person), and premium (R40,000-R100,000+/person) tiers. Targeted at South African leisure travelers seeking curated, agent-assisted or self-serve holiday planning.
- Sure Corporate Travel Corporate travel management services for business clients, offering corporate booking tools, dedicated account management, travel policy compliance, cost control, and 24/7 traveler support. Targeted at South African businesses whose employees travel for work.
- ITC's/Affiliates (Independent Travel Consultant Program) Affiliate/independent travel consultant program providing independent agents with access to the Sure Travel booking platform, supplier relationships, and back-office systems so they can book travel for their own clients under the Sure Travel brand.
- Hotel Booking Online hotel search and booking across global destinations, available as a standalone service or as part of package itineraries, supplied through third-party hotel inventory providers.
- Flight Booking Online flight search and ticketing service leveraging IATA accreditation to issue airline tickets and access global airfare inventory, bookable as a standalone product or as part of a package.
- Car Rental Booking Online car rental search and booking at destinations worldwide, available as a standalone service or as a component of self-drive holiday packages.
- Airport Transfer Booking Online booking of airport transfers and ground transportation at destinations, bookable standalone or as part of a packaged itinerary.
- Activities and Experiences Booking Online booking of tours, activities, and experiences at destinations worldwide, supplied through the Viator integration and bookable as standalone items or as part of packages.
- Travel Insurance Travel insurance products offered through Santam Travel Insurance and Hollard Travel, available as a value-added service alongside holiday bookings.
- Visa Assistance Information and assistance with visa applications for international destinations, offered as a supporting service alongside bookings.
Companies that use Sure Travel
Customer profileSegments5 records
Ideal customer profiles2 records
Sure Travel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sure Travel partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, major and supporting.
- ASATA (Association of South African Travel Agents)coreSure Travel is affiliated with ASATA, the industry association for travel agents in South Africa, ensuring compliance with industry standards and best practices.
- IATA (International Air Transport Association)coreSure Travel holds IATA accreditation, enabling them to issue airline tickets and access global airfare inventory through industry-standard systems.
- Contiki ToursmajorSure Travel resells Contiki tour packages including their specialized 35-45 year old tours, European tours, and adventure travel products.
- Club MedmajorSure Travel offers Club Med all-inclusive resort packages including ski holidays in France (Tignes, La Rosiere) and beach resorts.
- Insight VacationsmajorSure Travel distributes Insight Vacations luxury guided tours including European multi-country tours, small group tours, and premium travel experiences.
- TrafalgarmajorSure Travel offers Trafalgar tours including European Whirl, Danube cruises, and Rhine river cruise packages.
- Whitestar Cruises and TravelmajorSure Travel partners with Whitestar for Celestyal cruise packages and Cunard cruise bookings including Mediterranean and European itineraries.
- Thompsons HolidaysmajorSure Travel distributes Thompsons Holidays packages including sporting events (Wimbledon), Arctic experiences (Finland), and European tours.
- Holiday FactorymajorSure Travel offers Holiday Factory Maldives packages including Sun Siyam Olhuveli and Meeru Island Resort packages.
- World Leisure HolidaysmajorSure Travel distributes World Leisure Holidays packages including Madagascar destinations like Royal Andilana Resort and Spa.
- Santam Travel InsurancesupportingSure Travel recommends and offers Santam Travel Insurance products through their booking platform as a value-added service.
- Hollard TravelsupportingSure Travel offers Hollard Travel insurance quotes and products as part of their travel service offering.
- Airalo (Global eSim)supportingSure Travel partners with Airalo for global eSim solutions, providing international connectivity options for travelers.
- Viator (Activities)supportingSure Travel integrates with Viator for activity bookings and experiences at destinations worldwide.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Sure Travel competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key highlights6 records
Customer concentration
Sure Travel social profiles
Digital presenceSure Travel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sure Travel leadership team
Management profileNumber of profiles
Profiles1 record
Sure Travel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sure Travel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sure Travel
What does Sure Travel do?
Sure Travel is a South African travel agency that curates and sells tailor-made leisure holiday packages (flights, hotels, transfers, car rentals, cruises, tours, activities) to global destinations through an online booking platform and a network of accredited physical travel agents. It also operates a dedicated corporate travel division (Sure Corporate Travel) providing managed business travel services. Revenue is primarily earned through commissions on bookings aggregated from third-party tour operators, cruise lines, and travel suppliers.
Is Sure Travel a public or private company?
Sure Travel is a private company. It is classified as unknown and is currently operating.
When was Sure Travel founded?
Sure Travel was founded in 1990. It employs 11 to 50 people.
Where is Sure Travel based?
Sure Travel is headquartered in Cape Town, South Africa, in the Africa region.
How does Sure Travel make money?
Three revenue lines are on record. Travel Package Bookings are the primary driver. The others are agent-Assisted Bookings and insurance and Ancillary Services.
Does Sure Travel have an API?
No public API is recorded for Sure Travel.
What industry is Sure Travel in?
Sure Travel's product category is Travel Agency Services. Its primary akta.pro industry code is THAKAOAA, Fee-Based/Independent Trip Planners (No Booking), with a secondary code of THAKACAB, Online/Hybrid Corporate Travel Agencies (Self-Booking + Support). Its NAICS code is 561510.