# Experience Pricing Calculator

> Price a private tour or experience: cost per guest by group size, break-even group, net rate for your margin and the rack rate after agent or OTA commission.

Price a private tour or curated experience from its costs. Enter what each departure and each guest costs you, and see the cost per guest at every group size, your break-even group, the net rate for your target margin and the public price that still leaves you that net after an agent’s or OTA’s commission.

- Use the tool: https://globalluxagency.com/tools/experience-pricing-calculator
- For: Experience creators & DMCs
- Price: free, no sign-up; calculations run in the browser and nothing is stored
- Last updated: 2026-11-12
- Publisher: Luxury Travel Tools by Global Lux Agency (https://globalluxagency.com)

Estimate only. Results are indicative and based on the inputs you provide and any published sources listed on this page. Always confirm figures with your supplier.

## Frequently asked questions

### How do I add commission to a net rate?

Divide, don’t multiply. Commission is taken from the public price, so the public price is net ÷ (1 − commission). With a 20% commission, a £400 net rate needs a £500 public price: the reseller keeps £100 (20% of £500) and you receive £400. Adding 20% on top (£480) would leave you only £384, because the 20% is taken from the higher figure.

### What is the difference between margin and markup?

Margin is profit as a share of the selling price; markup is profit as a share of cost. A cost of £70 sold at £100 is a 30% margin but a 42.9% markup. To turn a margin into a markup, divide it by (1 − margin); to go the other way, divide the markup by (1 + markup). The calculator shows both side by side so a target agreed in one is not mistaken for the other.

### What commission do agents and OTAs usually take on experiences?

It is negotiated, so use the figure in your contract. As a guide, industry sources put retail travel agents at about 10–20% of the retail price, wholesalers and online travel agents at about 20–30%, and inbound (receptive) operators and DMCs at about 25–30%, as they often pass part on to the selling agent. The large experience marketplaces don’t publish their rates, and several now let suppliers pay more commission for better placement.

### How is the break-even group size worked out?

Each guest contributes their net price less the per-guest costs (tickets, meals). The break-even group is the smallest whole number of guests whose contributions cover the fixed costs of the departure, including the overhead you allocate to it. If the net price doesn’t cover the per-guest costs, no group size breaks even.

### Which group size should I price on?

Pricing on your minimum group means every departure that runs makes at least your target margin, but the price per guest is higher. Pricing on a typical group gives a keener price and relies on most departures filling. Many private-tour operators publish a price per guest that falls as the group grows; the group-size table gives you the figures for that.

### Does the calculator include VAT?

No. All figures are before tax. How VAT applies to an experience depends on where it takes place, who sells it and how; in the UK, packages sold by tour operators may fall under the Tour Operators’ Margin Scheme. Take advice on your own position.

## Sources and default figures

- **Typical commission to a retail travel agent or advisor:** 10–20% of retail price. Confidence: medium; last verified 2026-11-12. Source: [The question of commission: how much should tour operators give tour agents?](https://rezdy.com/blog/question-commission-much-tour-operators-give-tour-agents/) (Rezdy); [How to Set Net Rates for Tours, Activities and Attractions](https://arival.travel/how-to-set-net-rates-for-tours/) (Arival, 2023-05-03).
- **Typical commission to a wholesaler or online travel agent (OTA):** 20–30% of retail price. Confidence: low; last verified 2026-11-12. Source: [How to Set Net Rates for Tours, Activities and Attractions](https://arival.travel/how-to-set-net-rates-for-tours/) (Arival, 2023-05-03); [The question of commission: how much should tour operators give tour agents?](https://rezdy.com/blog/question-commission-much-tour-operators-give-tour-agents/) (Rezdy); [GetYourGuide Commission Increasing for Some Operators](https://arival.travel/article/getyourguide-commission-increasing-for-some-operators) (Arival, 2025-07-07); [Become a GetYourGuide Supplier (FAQ: How much does it cost?)](https://getyourguide.supply/join/how-much-does-getyourguide-charge) (GetYourGuide).
- **Typical commission to an inbound (receptive) tour operator or DMC:** 25–30% of retail price. Confidence: medium; last verified 2026-11-12. Source: [How to Set Net Rates for Tours, Activities and Attractions](https://arival.travel/how-to-set-net-rates-for-tours/) (Arival, 2023-05-03); [The question of commission: how much should tour operators give tour agents?](https://rezdy.com/blog/question-commission-much-tour-operators-give-tour-agents/) (Rezdy).