The article presents an author's comprehensive methodology for assessing the effectiveness of organizations in the tourism services market under conditions of digitalization. The methodology is based on a synthesis of systemic, stakeholder, process, comparative, and differentiated scientific-methodological approaches. The key stages of the methodology are described: organizational (forming the concept and informational-methodological support), evaluative (data collection, calculation of a system of indicators), and the stage of developing recommendations. A system of partial and aggregated performance indicators adapted to the specifics of tour operators and travel agencies is proposed, taking into account the impact of digital technologies. The calculation algorithm includes standardization methods and weighted assessment based on the coefficient of variation, minimizing subjectivity. The methodology provides a flexible, comprehensive, and adaptive assessment, enabling the identification of strengths and weaknesses of organizations for making informed management decisions.