Panturismo
Panturismo is a Colombian online travel agency and Grupo Aviatur subsidiary operating a hybrid digital-plus-branch booking platform serving individual Colombian leisure travelers with flights, hotels, vacation packages, cruises, car rentals, and travel insurance across 23 domestic cities.
- Company typePrivate
- Founded-
- HeadquartersBogotá, Colombia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Panturismo does
Panturismo is a Colombian online travel agency and a subsidiary of Grupo Aviatur, one of Colombia's oldest and largest travel conglomerates. The company operates a digital-first booking platform at panturismo.com covering flights, hotels, vacation packages, cruises, car rentals, travel insurance, and gift cards, complemented by a national retail network of 23 physical branch offices across Colombian cities including Bogotá, Cali, Medellín, Cartagena, Barranquilla, and Bucaramanga, plus a call center and WhatsApp sales channel.
The core technology consists of a self-serve booking engine with GDS integrations to six major airlines (Avianca, LATAM, Copa, American Airlines, Iberia, Jetsmart), 500+ curated tour package options, cruise inventory from Royal Caribbean and Norwegian, and payment processing via Place to Pay supporting credit cards, PSE, SafetyPay, ATH, Codensa, and Efecty. The platform supports round-trip, one-way, and multi-destination flight search with filtering by airline, stops, cabin, and schedule; combined flight+hotel packages; and installment payment plans ("Plan Separe") for tour packages.
Panturismo's business model is commission- and transaction-fee-based across all major travel verticals, with revenue streams including airline ticket commissions, hotel booking commissions, package markups, cruise reservations, travel insurance sales, and gift card issuance. The company serves primarily individual Colombian leisure travelers, with secondary segments in package tourists, cruise travelers (including 55+ seniors), and family/special-occasion travelers (Disney packages, quinceañeras). It holds IATA accreditation, ANATO membership, ISO 9001 certification, and Registro Nacional de Turismo registration, lending regulatory and quality credibility to its domestic operations.
Panturismo firmographics
Firmographics- Name
- Panturismo
- Legal name
- Panturismo - Agencia de Viajes y Turismo
- Website
- https://panturismo.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Panturismo is a Colombian online travel agency and Grupo Aviatur subsidiary operating a hybrid digital-plus-branch booking platform serving individual Colombian leisure travelers with flights, hotels, vacation packages, cruises, car rentals, and travel insurance across 23 domestic cities.
- Ownership category
- akta.pro rank
Panturismo industry classification
Industry- Product category
- Online Travel Agency Services
- NAICS
- Travel Agencies (56151), Tour Operators (56152)
- akta.pro primary industry
- IATA-Accredited Passenger Sales Agents (PSA) (THAKALAC)
- akta.pro secondary industry
- Island, Beach & Resort Travel Agencies (THAKAFAL)
Keywords
Where Panturismo is headquartered
LocationHeadquarters
- HQ city
- Bogotá
- HQ country
- Colombia
- HQ region
- Latin America
Offices22 records
Markets served
Panturismo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Airline ticket commissions: Earn commissions on domestic and international flight bookings through partnered airlines including Avianca, Latam Airlines, Copa Airlines, American Airlines, Iberia, and Jetsmart.
- Hotel and accommodation bookings: Revenue generated from hotel reservations across Colombia and international destinations, including commission on hotel-only bookings and dynamic pricing packages.
- Vacation packages: Revenue from curated tour packages including flights, hotels, transfers, and guided visits — e.g., Turkey circuits, European tours, Mexico packages, and Caribbean packages.
- Cruise bookings: Revenue from cruise reservations including Caribbean and international cruise itineraries with partner cruise lines (Royal Caribbean, Norwegian Cruise Line).
- Gift cards: Sale of prepaid gift cards (Tarjeta Regalo) in denominations from $50,000 to $1,000,000 COP, redeemable across the full Panturismo portfolio of flights, hotels, cars, and plans.
- Travel assistance and insurance: Revenue from travel assistance cards (seguros de viaje) covering medical assistance, trip protection, and related services for international travel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Gift cards in fixed denominations redeemable across all Panturismo services |
| Usage-based | Pay-as-you-go | Flight pricing — domestic and international routes |
| Usage-based | Pay-as-you-go | Vacation packages — domestic and international tour packages |
| Usage-based | Pay-as-you-go | Cruise itineraries across Caribbean, Mediterranean, and international routes |
| Other | Pay-as-you-go | Custom quotation service for tailor-made travel plans |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Panturismo product offering
Product offeringCore offering
Panturismo is a Colombian online travel agency that sells flights, hotels, vacation packages, cruises, car rentals, travel insurance/assistance, and gift cards directly to consumers through its panturismo.com booking platform and a network of 23 physical branch offices. The company acts as an IATA-accredited intermediary between travel suppliers (airlines, hotels, cruise lines) and end travelers, earning commissions on each booking while providing installment payment plans and 0% VAT on tourism services.
Product overview
Panturismo is a Colombian online travel agency operating as part of the Aviatur Group, offering a comprehensive digital platform for booking flights, hotels, vacation packages, cruises, and car rentals. The core offering consists of an integrated booking engine where users can search and purchase flights (via multi-airline GDS integration), reserve accommodations worldwide, and combine flight + hotel in a single transaction. Over 500 pre-packaged tour options are available including international circuits (Turkey, Europe, Egypt) and domestic Colombian getaways, all eligible for 0% VAT on tourism services. Adjacent products include cruise bookings across Royal Caribbean and Norwegian lines, car rentals, travel insurance/assistance, gift cards, Disney vacation packages, and visa/documentation services. A custom quotation tool enables personalized itineraries. Payment is processed through Place to Pay supporting credit cards, PSE, and cash methods, with installment plans available for packages.
Differentiator
Problem solved
Functional benefit
Brands
- Aviatur: Parent brand under Grupo Aviatur that operates Panturismo website
Products and services
- Flight Booking (Vuelos) Online flight search and booking engine for domestic and international routes with filters for airline preference (Avianca, LATAM, Copa, American Airlines, Iberia, Jetsmart), number of stops, cabin class, schedule preferences, and baggage. Supports one-way, round-trip, and multi-destination search.
- Hotel Reservations (Hoteles) Hotel reservation platform covering properties in Colombia and worldwide destinations, with online payment or pay-at-destination options, searchable by destination, dates, guests, and number of rooms.
- Flight + Hotel Packages (Vuelo + Hotel) Combined flight and hotel booking tool allowing users to reserve both travel components in a single transaction for beach destinations, Colombian cities, and international locations.
- Tour Packages (Paquetes Turísticos) Pre-packaged and customizable tour packages covering international circuits (Turkey, Europe, Egypt) and domestic Colombian destinations, with multi-day itineraries, guided tours, and all-inclusive plans. Over 500 options available with 0% VAT on tourism services.
- Cruise Booking (Cruceros) Cruise search and booking platform covering Caribbean, Bahamas, Mediterranean, Alaska, and other cruise regions with filtering by ship name, departure date, and passenger count. Includes Royal Caribbean International and Norwegian Cruise Line itineraries.
- Car Rental (Autos) Car rental booking service allowing searches by pickup location, return location, and time, including the option to return the vehicle at a different location. Online credit card payment required for reservation confirmation.
- Travel Assistance and Insurance (Asistencia de Viaje) Travel assistance and insurance product providing medical coverage, trip protection, and emergency services for travelers across destinations in North America, Europe, Central America, Caribbean, South America, Africa, Asia, and Oceania.
- Gift Card (Tarjeta Regalo) Digital and printable gift card redeemable for flights, hotels, packages, cruises, car rentals, and other Panturismo services. Available in preset COP denominations ($50,000–$1,000,000) or custom amounts, valid for 12 months from purchase, delivered via email or PDF.
- Disney Vacation Packages Specialized Disney-themed travel packages including Disneyland Paris, Orlando (Walt Disney World), Los Angeles (Disneyland), and Disney Wine and Dine Half Marathon event travel, with hotel accommodations, park tickets, and airline tickets.
- Documentation and Visa Information Services Information portal providing visa requirements, passport regulations, immigration documentation guidance, and migration procedures for travel to various countries, including Schengen rules and Colombian exit requirements for minors.
- Custom Quotation Request Custom travel quotation form allowing users to request personalized trip plans for flights, hotels, packages, cruises, congresses, and other services; collects traveler details, destination, duration, accommodation preferences, meal plans, and budget parameters.
- Payment Installment Plans (Abonos / Plan Separe) Installment payment option for tour packages allowing travelers to pay deposits (typically 30%) and the remaining balance in monthly installments up to 30 days before departure.
Quantifiable outcome
- 0% VAT on tourism services
- +4 more outcomes
Companies that use Panturismo
Customer profileSegments4 records
Ideal customer profiles1 record
Panturismo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
Panturismo partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights4 records
Panturismo competitors and assessment
Company assessmentEmerging players
- Kiwi.com: Czech-based online travel agency known for novel virtual interlining and aggressive pricing on complex itineraries. Represents an emerging OTA threat targeting price-sensitive Colombian leisure travelers with differentiated routing technology.
Broad incumbents
- CVC Corp: Brazilian travel conglomerate operating multiple OTA brands across Latin America with extensive physical retail distribution. While primarily Brazilian, it represents a comparable scale conglomerate model and competes with Panturismo for cross-border package business.
- TUI Group: Global tourism conglomerate with vertically integrated tour operator, airline, cruise line, and retail distribution. Comparable to Grupo Aviatur in being a multi-brand travel conglomerate; competes with Panturismo in packaged tour distribution.
- Booking Holdings: Parent of Booking.com, Priceline, Agoda, and KAYAK—the dominant global OTA by gross bookings. Booking.com specifically competes directly with Panturismo for hotel reservations in Colombian destinations and competes aggressively on price visibility.
- Trip.com Group: Global OTA operating Trip.com, Ctrip, Skyscanner, and Qunar with growing Latin America ambitions. Comparable in product breadth (flights, hotels, packages, cruises) and a relevant competitor in cross-border Colombian outbound travel.
- Expedia Group: Global OTA operating Expedia, Hotels.com, Vrbo, and Trivago brands that compete with Panturismo for Colombian leisure bookings. Significantly larger scale, proprietary tech, and marketing budget make it the principal global benchmark for online travel distribution.
Direct peers
- Viajes Falabella: Colombian OTA operated by retail conglomerate Falabella, selling flights, hotels, and vacation packages to similar Colombian leisure customers. Benefits from cross-brand loyalty with CMR/Puntos Falabella, creating an integrated offline-online proposition similar to Panturismo's hybrid model.
- Almundo: Latin American travel agency and OTA with strong Colombian presence (almundo.com.co), offering flights, hotels, and packages. Competes directly with Panturismo in the Colombian market, particularly on vacation packages and cruise bookings.
- Despegar: Latin America's leading online travel agency, headquartered in Argentina with major operations in Colombia under despegar.com.co. Offers the same core product mix as Panturismo—flights, hotels, packages, cruises—and competes head-to-head for Colombian leisure travelers with deeper tech investment and larger marketing budget.
Others
- Skyscanner: Global travel metasearch engine owned by Trip.com Group that competes indirectly with Panturismo's flight booking funnel. Skyscanner is a key consumer touchpoint where Colombian travelers price-compare before booking, making it an ecosystem participant rather than direct sales competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Panturismo social profiles
Digital presencePanturismo compliance and trust
Trust signalCompliance2 records
Panturismo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Panturismo leadership team
Management profileNumber of profiles
Profiles1 record
Panturismo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Panturismo 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 Panturismo
What does Panturismo do?
Panturismo is a Colombian online travel agency that sells flights, hotels, vacation packages, cruises, car rentals, travel insurance/assistance, and gift cards directly to consumers through its panturismo.com booking platform and a network of 23 physical branch offices. The company acts as an IATA-accredited intermediary between travel suppliers (airlines, hotels, cruise lines) and end travelers, earning commissions on each booking while providing installment payment plans and 0% VAT on tourism services.
Is Panturismo a public or private company?
Panturismo is a private company. It is classified as corporate owned and is currently operating.
When was Panturismo founded?
Panturismo was founded in -1. It employs 11 to 50 people.
Where is Panturismo based?
Panturismo is headquartered in Bogotá, Colombia, in the Latin America region.
How does Panturismo make money?
Six revenue lines are on record. Airline ticket commissions are the primary driver. The others are hotel and accommodation bookings, vacation packages, cruise bookings, gift cards and travel assistance and insurance.
Who are Panturismo's main competitors?
Kiwi.com is listed as an emerging player. Broad incumbents are CVC Corp, TUI Group, Booking Holdings, Trip.com Group and Expedia Group. Direct peers are Viajes Falabella, Almundo and Despegar. Skyscanner is listed as an others.
Does Panturismo have an API?
No public API is recorded for Panturismo.
What industry is Panturismo in?
Panturismo's product category is Online Travel Agency Services. Its primary akta.pro industry code is THAKALAC, IATA-Accredited Passenger Sales Agents (PSA), with a secondary code of THAKAFAL, Island, Beach & Resort Travel Agencies. Its NAICS code is 56151.