Avitour

What Avitour does

Avitour is a Belgian B2B groupement (grouping) of independent travel agencies, founded approximately 30 years ago in French-speaking Belgium and headquartered in Vilvoorde. It functions as a group purchasing organization (GPO) and central DMC, providing 240+ member agencies with collective access to 40+ suppliers (tour operators, brokers, GDS providers, insurers, and cruise lines) via framework contracts that deliver enhanced commissions, surcommissions paid directly on member invoices, and bonus commissions tied to sales targets. Beyond commission aggregation, Avitour offers an à la carte catalog of support services including outsourced administration (CountAvi), digital services such as website creation, social media management, and in-agency digital screens (IT4Travel, Travelview), legal support, preferential insurance through Travel-Safe, group purchasing via AVishop, payment terminals, and training programs.

The business operates exclusively behind the scenes under a B2B model in which each member agency retains 100% independence in branding, customer files, and operations; Avitour's own brand is invisible to end consumers. Revenue streams include retained commission on supplier framework contracts, surcommission aggregation/distribution, and recurring service fees for optional à la carte offerings. A complementary franchise channel, rtk Travel Center, currently has 20 franchisees who automatically become Avitour members. Avitour is a member of rtk International, the largest travel grouping in Europe, which provides cross-border access to German tour operators and an international network, while Avitour also partners with TourCom (a French network of approximately 1,200 travel agencies) for access to French tour operators and a global DMC network of 100+ local agents.

The company is privately held, operates with 1-10 employees, and does not publicly disclose revenue. Its competitive position rests on being the largest independent travel agency network in Belgium, three decades of operating history, and integration into larger European travel groupings; its limitations include a concentrated Belgian market footprint, no proprietary technology platform, and no disclosed AI, data, or software-as-a-service capability.

Name

Avitour

Legal name

Avitour

Website

https://avitour.travel

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Avitour is a Belgian B2B groupement of 240+ independent travel agencies, functioning as a group purchasing organization and central DMC. It negotiates framework contracts with 40+ suppliers and offers à la carte back-office, digital, and administrative services to its member agencies.

Ownership category

akta.pro rank

Product category

Travel Agency Network Services

NAICS

Travel Agencies (56151)

akta.pro primary industry

Wholesale Distribution Platforms & Switches (B2B Booking Engines/Marketplaces) (THAKAJAG)

akta.pro secondary industries

B2B Travel Distribution Marketplaces & Wholesalers (Beds/Inventory Exchanges) (THALAFAJ), Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)

Keywords

• Travel agency network
• Group purchasing organization
• Travel trade services
• Commission aggregation
• Travel franchise model

Headquarters

HQ city

Vilvoorde

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Commission and Surcommission: Avitour earns and distributes commissions through framework contracts with over 40 providers (tour operators, brokers, GDS, insurers, cruise lines) on the Belgian market. Member agencies receive surcommission directly on invoices plus bonus commissions based on achieved targets.
2. Group Purchasing Power Revenue: As a central DMC, Avitour negotiates collective pricing and terms with suppliers, enabling member agencies to access reduced purchase prices and higher commissions compared to standalone operations.
3. Service Fees (à la carte services): Member agencies pay for optional à la carte services including marketing, administration (CountAvi), legal support, digital services (IT4Travel), payment terminals, insurance, and training.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Avitour operates a B2B group purchasing and support organization for independent travel agencies in Belgium. It negotiates framework contracts with 40+ travel suppliers so that its 240+ member agencies receive higher commissions, surcommissions, and better pricing than they could obtain standalone, and it sells à la carte back-office services (administration, digital marketing, insurance, payment terminals, legal support, training). The company also offers the rtk Travel Center franchise concept and works exclusively behind the scenes without any consumer-facing brand.

Product overview

Avitour is a one-stop-shop B2B service platform for independent travel agencies in Belgium, offering approximately 16 distinct products and services organized around increasing profitability, preserving freedom, and improving efficiency. The core offering includes commission framework contracts with 40+ providers, a DMC central for specialized support, and franchise opportunities through rtk Travel Center. Digital services are delivered via IT4Travel subsidiary (websites, social media management, Travelview displays). Administrative support is provided through CountAvi. Members also receive the Travel Agent Card for discounts, insurance through Travel-Safe, group purchasing via AVishop, and access to foreign tour operators through rtk International and TourCom networks. All services are offered à la carte, allowing agencies to customize their package based on their needs.

Differentiator

Problem solved

Functional benefit

Brands

• CountAvi: Administration and accounting service for travel agents.
• IT4Travel
• AVIshop
• Travelview
• Travel Agent Card
• rtk Travel Center

Products and services

• Commission Framework Contracts (Conditions de Commissionnement) Framework contracts with 40+ recognized Belgian travel providers (tour operators, brokers, GDS, insurers, cruise operators) granting member agencies enhanced direct commission on invoices, performance-based bonus commissions, and surcommission. Available exclusively to Avitour member travel agencies in Belgium.
• rtk Travel Center Franchise Franchise concept for travel agents wanting to focus solely on selling travel. Handles most administrative, accounting, and marketing tasks centrally, allowing franchisees to operate under the rtk Travel Center license or their own. Compulsory insolvency insurance included under the franchise license, eliminating the need for a separate insurance arrangement.
• CountAvi Administration Service Outsourced accounting and administration service for travel agencies, providing temporary or permanent support with bookkeeping and administrative tasks on a customized quote basis. Targets member travel agencies in Belgium needing back-office relief.
• IT4Travel Digital Services (Digitalisation) Digital services practice for member travel agencies offering website creation and graphic design, Travelview in-agency digital screens, Meta (Facebook) social media management, and advertising support across Facebook, Google, and Bing. Sold à la carte to Avitour member agencies that need digital presence without building internal capabilities.
• AVishop Group Purchasing Platform Group purchasing platform offering members discounted travel-related products including travel guides, Wonderbox gift boxes, personalized luggage tags, Brussels Airport lounge and Fast Lane access, airport transportation (Billo, Flibco), office supplies, and Colruyt advantage cards. Provides collective buying advantages on operational supplies and travel perks.
• Travel Agent Card Personalized card for individual travel agents affiliated with Avitour member agencies, providing discounts on tourist attractions and sites across Belgium and abroad. Issued per agent rather than per agency.
• Travel Agency Insurance (Insurances via Travel-Safe) Compulsory insolvency insurance and civil liability insurance for Belgian travel agencies, sourced through partner Travel-Safe at preferential group rates. Mandatory requirement for travel agencies operating in Belgium.
• Payment Terminals High-quality payment terminals offered to member agencies at competitive group rates, with reduced credit card processing fees. Targets Belgian travel agencies handling in-person card payments.
• Legal Support (Soutien Juridique) Legal assistance provided through partnerships with specialized attorneys covering vacation travel, aviation, and taxation matters. Delivered to Avitour member agencies needing specialized legal guidance without hiring in-house counsel.
• Training and Study Trips (Formation et voyages d'étude) Ongoing training programs delivered across Belgium covering legal issues, taxation, sales techniques, travel product knowledge, plus organized study trips. Sold à la carte to Avitour member agency staff.
• Travel Agency Creation Support Comprehensive launch support for aspiring travel agency entrepreneurs, including business plan development, marketing planning, office setup guidance, and financial backing through a network of Business Angels ('Travel Angels'). Targets new entrants to the Belgian travel agency market.
• DMC Central Platform (Plateforme avec des agents locaux) Central DMC (Destination Management Company) platform providing member agencies access to a network of 100+ local destination agents worldwide via the TourCom partnership in France, with safe collaboration handled via the Paris payment center under quality and solvency controls. Targets Belgian member agencies needing trusted local ground handlers abroad.
• Marketing by Avitour (White-label Member Marketing) White-label marketing service executed in each member agency's name, including commercial and informational newsletter creation, Facebook posts and social advertising, Travelview in-agency digital screens, and promotional campaign assistance. Preserves the member agency's brand identity while delivering the marketing output centrally.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• rtk InternationalcoreStrategic or Co-development Partnerrtk International is the largest travel grouping in Europe. Avitour is a member of rtk International, benefiting from a strong international network while maintaining autonomous decision-making and signing contracts independently at the Belgian level. Through rtk International, Avitour members can access German tour operators via the Luxembourg office with Dutch-language support and a reservation platform.
• TourComcoreStrategic or Co-development PartnerTourCom is a French grouping of approximately 1200 travel agencies. Through this partnership, Avitour members gain access to around 40 French tour operators at enhanced commission rates, with payment security guaranteed through the Paris payment center. Members also access a network of 100+ local destination management (DMC) agents worldwide through the same partnership.
• Travel-SafecoreOthersTravel-Safe is Avitour's insurance partner providing compulsory insolvency insurance and civil liability insurance to member agencies at preferential rates. This is a mandatory requirement for travel agencies operating in Belgium.
• Club MedminorChannel Partner/ Reseller/ DistributorAvitour members who do not have their own Club Med booking code can book Club Med packages through Avitour's central office.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Others

• Travelport: Global GDS and retailing platform for travel agencies. Comparable as a B2B technology enabler serving agency networks, and a framework partner of Avitour's member agencies.
• Amadeus: Major GDS and travel technology provider. Serves as both an indirect supplier (GDS framework) to Avitour members and a competitor in travel agency technology/booking infrastructure.

Direct peers

• Travel Counsellors: UK-headquartered homeworking travel agent franchise/network with thousands of independent travel entrepreneurs. Directly comparable to Avitour's rtk Travel Center franchise model and broader independent agency support thesis.
• TourCom: French grouping of approximately 1,200 independent travel agencies. TourCom is the most direct structural analogue to Avitour — a B2B network aggregating independent agencies for collective purchasing power, supplier framework contracts, and back-office services — and is also an active Avitour partner.
• Virtuoso: Global network of luxury and premium independent travel agencies that aggregates supplier relationships, marketing, and technology for member advisors. Highly comparable consortium-of-independents model, though skewed to higher-end leisure.
• Ensemble Travel Group: North American cooperative of independent travel agencies offering members preferred supplier rates, marketing support, and shared services. Structurally analogous to Avitour's B2B aggregation model for independent agencies.
• Signature Travel Network: US-based cooperative of independent travel advisors with preferred supplier partnerships and shared back-office tools. Another close analogue of the consortium/grouping model Avitour operates in Belgium.

Broad incumbents

• Booking.com: Global OTA dominant in European accommodation and ancillary travel distribution. The principal disintermediation force facing Avitour's member agencies and a structural headwind to the independent agency model.
• rtk International: Largest travel grouping in Europe and Avitour's parent affiliation. Operates as a pan-European B2B consortium of independent travel agencies, providing Avitour access to German tour operators and a broader international network.
• TUI Belgium: Belgian arm of TUI Group, a major incumbent tour operator and travel retailer. Competes for the same end-traveler demand in Belgium and represents both a supplier partner and a competitive threat to Avitour's member agencies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/avitour

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Avitour