LIBERTY TRAVEL LTD

What LIBERTY TRAVEL LTD does

Liberty Travel Ltd is a small, traditionally operated retail travel agency based in Oswestry, Shropshire, United Kingdom. Founded in 1995, the company sells packaged holidays and travel services to individual consumers and small groups primarily within the Shropshire and Welsh Borders catchment area. The business operates from a single physical storefront with a headcount of 1–10 employees, and its customer value proposition centers on in-person consultation and tailored itinerary advice rather than self-service digital booking.

The company's product offering is centered on third-party packaged holidays — flights, accommodations, cruises, and tours sourced from tour operators and wholesalers — rather than proprietary travel inventory or technology. Liberty Travel holds ABTA membership, which provides customers with financial protection and dispute resolution, and operates under the UK regulatory framework governing retail travel agents. The technology footprint is minimal: an informational website (refreshed in March 2021) and standard Google Analytics tracking constitute the entire digital surface, with no proprietary booking engine, no AI-assisted tools, and no mobile application.

The business model is commission-based retail intermediation. Liberty Travel earns supplier commissions on holiday bookings placed through its agency, supplemented by any service fees on bespoke itineraries. Distribution is overwhelmingly local and word-of-mouth-driven, with the website serving a marketing and information function rather than a transactional one. The company has shown no evidence of geographic expansion, product diversification, digital channel investment beyond a basic web presence, or external funding across its 29-year operating history.

Name

LIBERTY TRAVEL LTD

Legal name

Liberty Travel Ltd

Website

https://libertytravel.co.uk

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Liberty Travel Ltd is a small, Oswestry-based traditional retail travel agency founded in 1995, selling packaged holidays and travel services to individual consumers and small groups in the Shropshire region through in-person consultation.

Ownership category

akta.pro rank

Product category

Travel Agency Services

NAICS

Travel Agencies (561510), Tour Operators (561520)

akta.pro primary industry

Leisure & Generalist Retail Travel Agencies (THAKABAA)

akta.pro secondary industries

Honeymoon & Romance Travel Agencies (THAKAFAC), Retail Cruise-Only Travel Agencies (Leisure) (THAKAKAA), Adventure & Expedition Travel Agencies (THAKAFAB)

Keywords

• Travel agency services
• Package holidays
• Beach holidays
• Cruise bookings
• Wedding travel packages

Headquarters

HQ city

Oswestry

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Holiday Package Bookings: The company acts as a traditional travel agency earning commissions from travel suppliers (airlines, hotels, tour operators, cruise lines) on booked holidays. Revenue is generated through booking transactions where the company arranges and packages travel arrangements including beach holidays, cruises, city breaks, wedding and honeymoon packages, safari holidays, adventure travel, ski breaks, and touring holidays. The company also arranges ancillary services including travel insurance, car hire, and airport parking/lounges.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Liberty Travel Ltd is a traditional retail travel agency that arranges and packages holidays on behalf of customers, covering beach holidays, bespoke weddings and honeymoons, cruises and city breaks, coach and rail touring, ski breaks, safari holidays, adventure travel, and villas/apartments. The agency also coordinates ancillary travel services including travel insurance, car hire, and airport parking/lounges, earning commissions from travel suppliers (airlines, hotels, tour operators, cruise lines) on each booking.

Product overview

Liberty Travel Ltd is a travel agency offering a portfolio of travel services rather than a unified software product. The core offering comprises holiday packages across multiple categories including beach holidays, touring (coach and rail), ski breaks, bespoke weddings and honeymoons, cruises and city breaks, safari holidays, adventure travel, and villas/apartments. These services are complemented by add-on travel arrangements including travel insurance, car hire, and airport parking/lounges. The company operates as a traditional travel agent providing personalised booking services, competitive quotes, and package holidays to customers primarily in Oswestry, Shropshire, and the Welsh Border area.

Differentiator

Problem solved

Functional benefit

Products and services

• Beach Holidays
• Bespoke Weddings & Honeymoons
• Cruises & City Breaks
• Touring Holidays
• Ski Breaks
• Safari Holidays
• Adventure Travel
• Villas and Apartments
• Travel Insurance
• Car Hire
• Airport Parking and Lounges

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators3 records

Recent moves1 record

Expansion highlights1 record

Broad incumbents

• Booking.com: Global OTA dominating online hotel and package bookings — represents the principal non-store competitive alternative to Liberty Travel's traditional agency model.
• TUI UK: Vertically integrated UK tour operator and travel retailer offering beach holidays, cruises, weddings, and city breaks — a much larger incumbent whose packages overlap Liberty Travel's core categories.
• Expedia: Major global OTA offering flights, hotels, packages, cruises, and car hire online — a structural substitute that pressures traditional high-street agencies on price transparency and convenience.
• Jet2holidays: Major UK package-holiday operator (Jet2) selling ATOL-protected beach and city breaks directly and via travel agents — competes for the same leisure-package customer Liberty Travel serves.
• Hays Travel: Largest independent travel agency chain in the UK with high-street retail branches and ABTA membership, offering the same multi-category package holidays, cruises, and ancillary services as Liberty Travel but at vastly greater scale.
• Co-operative Travel: UK retail travel agency brand (operated by Midcounties Co-op) selling package holidays, cruises, and beach getaways through high-street branches — a regional retail competitor to Liberty Travel's storefront model.

Direct peers

• Trailfinders: UK-based independent travel agency offering tailormade holidays, honeymoons, cruises, safaris, and ski trips with personalised consultant-led service — directly comparable to Liberty Travel's bespoke, high-touch model.
• Travel Counsellors: UK franchise/homeworking travel agency network providing personalised holidays, cruises, and bespoke itineraries through self-employed consultants — competing for the same relationship-led, tailor-made customer.

Emerging players

• Not Just Travel: UK homeworking travel agency franchise model offering personal holiday planning including weddings, cruises, and luxury trips — overlaps Liberty Travel's bespoke-service positioning via a distributed consultant network.

Regional players

• Barrhead Travel: Scotland-based independent travel agency with retail branches and personal service, selling package holidays and cruises — a comparable regional retail travel agency model, though anchored in Scotland rather than the West Midlands/Welsh Borders.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/LibertyTravelOswestry
• LinkedInlinkedin.com/company/liberty-travel-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 LIBERTY TRAVEL LTD