Tourism is travel for leisure and recreational purposes; however, it becomes difficult for tourists to pick the right destination and the right tour company from the wide variety on offer. Tour companies promise to provide better services than their competitors and show that their clients are fully content with their services. It is also difficult for the new user to inquire on and validate a company’s reputation and past experience with that company. This paper discusses software that has been developed to tackle this problem. The Smart Travel Service Advisor (STSA) uses Agent technology with the Semantic Web environment, and provides results with which to scrutinize the travel companies’ reputations. STSA’s main purpose is to help clients by providing them with up-to-date information about travel companies’ performance and help them choose the right company according to their requirements and preferences.