Since customer satisfaction has been increasingly a source of competitive advantage, the present study was necessary to identify which of the S-CRM dimensions is most important in the long-term relationship between travel agencies and their clients. Therefore, this study discusses how certain relationship-building factors such as value, long-term partnership, customer knowledge, reliance on technology, and trust relate to customer satisfaction in Jordanian travel agencies. A quantitative approach thus was adhered to where questionnaires were distributed to customers of travel agencies across Jordan. Data analysis was done using Structural Equation Modeling to test the associations among the variables. These results show that trust and long-term partnership significantly affect the customer’s satisfaction, followed by customer value and reliance on technology. Knowledge of the customer also contributes to satisfaction but is somewhat low in significance. These findings highlight trust and long-term partnerships as essential components of value creation in improving customer experience using technology in travel. Overall, this study offers several insights potentially valuable for travel agencies in their efforts toward better customer satisfaction and loyalty through effective relationship management strategies.