MUHAMMAD WAQAS and SYED HASSAN ALI2025-10-082025-10-082018https://escholar.umt.edu.pk/handle/123456789/8335Traveling by air is the major demand in today’s era. Everyone is traveling country to country for the sake of business, work, job, and study or trading. When they travel, they need to choose the airline to reach their destination. Different travel agents offer different packages and routes based on their schedules. Travel agents use different ways of marketing to sell the tickets and services. Their strategies depend on the nature of their business as registered in travel industry. There are basic only two types of businesses, IATA Certified and Non-IATA. Most of the Lahore based travel agents are running the Hajj and Umrah business. In addition, they are dealing with different countries’ visit visas, airline tickets and Hotel Reservations. Their major method of marketing is Print media and Social media like newspaper, Television advertisement, Mobile messaging, Whatsapp, Facebook, Printed Packages against their services of specific duration. Almost all travel agents are using same techniques but they are offering different services depending on the size of business, number of staff, agreements with different Non-IATA small agents on pre-decided commission. In short, Travel agents of Lahore are offering in basically airline tickets, Visa, Umrah and Hajj and hotel reservations worldwide. M/S Meezab Air, M/S Bukhari travel and M/s Labaik travel are more competitive travel agents in market of Lahore on the basis of business setup, services, services rates and online ratings given by their clients. Although every client cannot rate their business due to illiterate clients, many of them are not interested to rate them online and many other reasons. They have sub offices within and in other cities. M/S Emad Travels, M/S World Travels and M/S Mahnoor Travels have five star ratings online by their clients but their business setup is smaller and they are working with single office. M/S Hadi Masarat is working with more than one office but his services rates are reasonable for economy customers as they are offering economy services which at greater distance with shuttle services. This point generates economy clients whose are willing to stay at greater distance but this thing causing to lose VIP clients. M/S Naseem & Imran Travels and M/S The Vision Travel are working with single offices but due to Non-IATA certified agent they are doing business lower than IATA certified agents in market. Because they have to buy tickets from IATA-certified and they have to sell after charging a specific amount of margin, which increases the ticket rate. This increase rate of tickets causes of lower the selling of tickets. Clients if visit IATA-Certified agents, they offer them low rates of tickets as they are booking directly and they costs lower. So customers try to buy tickets at lower fare from IATA certified agents.enThesis