Bath Travel has been sold 89 years after the travel agent was founded by Reginald Bath at its present address 2 Albert Road.
The name will survive under the ownership of Sunderland-based Hays Travel.
Reginald’s son Peter, who expanded the business to give it a nationwide reputation, died in 2006.
The third generation, Christine, Stephen, Andrew and Sally, has decided to sell rather than hand the business on to their 14 children says the Daily Echo.