Becoming an independent travel agent has been the best decision I’ve ever made (besides moving to Curacao). The freedom that comes from running your own business cannot compare to working for a travel company. Ever since I became an independent travel agent I’ve been getting questions about exactly how the process works. In this blog post I’ll break down exactly the steps I took to become a travel agent, as well as tips for making your business successful.
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Do you have a network?
Before jumping into a career as a travel agent or advisor, I recommend having a good look at your network. The reason is because you will initially get your start from friends, family, co-workers, former classmates, etc. before your business really takes off. If you have a solid network of supporters who will plan a trip with you or share your new ventures with their networks, you’ll be off to a great start.
It’s important to keep in mind that being a travel agent means you’ll be networking a lot and reaching out to people you maybe haven’t spoken to in a while. Will you have the social energy and motivation to keep talking to people? Are you willing to step out of your comfort zone and learn about new trip booking technology and social media algorithms? Finally, do you have the passion to keep posting, talking, and learning about travel without getting burned out? If so, keep reading!
What is your niche?
Once you’ve decided the travel agent life is for you, you’ll need to think about your niche. Think of a niche like a particular focus. Mine is luxury travel, for example. Others decide on budget travel, cruise travel, eco travel, honeymoons, etc. Is there one particular aspect of travel you’re drawn to?
Pro Tip: Can’t decide on a niche? Start following hashtags on Instagram like #budgettravel or #grouptravel and take a look at the type of content that’s posted. Do any of those pique your interest?
The process of deciding my niche was pretty simple. I had experience working in and planning luxury travel for clients before becoming independent. I was – and still am – obsessed with researching luxury properties, trains, planes, activities, you name it. Additionally, I had previous experience booking corporate travel, but I wasn’t passionate enough about that to make it my niche. Once you decide on your niche, you’ll start to have more clarity about how you should market yourself and what keywords you need to use to attract clients.
Decide: Host Agency or Your Own IATA
We’re starting to get into the nitty gritty of becoming a travel agent. When I say I’m an “independent travel agent” I mean I don’t work for a travel company – I work for myself but I do use a host agency. What is a host agency? Let’s break it down:
Any travel that is booked for the purpose of receiving a commission payment requires an IATA (International Air Transport Association) number. A host agency is an entity that has their own IATA number that you can use to book travel for your clients. The hotels, cruise lines, airlines, etc. pay a commission to your host agency who takes a cut before sending you the final commission amount.
You can also opt to apply for your own IATA number which requires a lot of paperwork (see here). If you have plans to grow your business and hire travel agents to book travel under your company, you’ll eventually want your own IATA number. What are the benefits between the two options? Let’s see:
Benefits of using a Host Agency
- More hand holding when it comes to learning about selling travel
- Community of advisors you can reach out to for advice and suggestions
- Vendors often host webinars through host agencies to learn about their brand
- Some host agencies have their own booking platform
- Great resources available on promotions, sales, and new products all in one place
- Easy commission tracking
- Most have customer management systems to securely store client info
Benefits of having your own IATA
- Commissions are paid 100% to you, no splitting with a host agency
- You also have more leverage to negotiate higher commission rates with vendors you work with
- Discounts on travel (hotels, cruises, activities)
- It’s a renowned certification showing clients you’re knowledgeable
- You can issue your own airline tickets if you’re GDS trained
- Access to resources and trainings
- Track your own commissions
As far as the downsides, the only one for having your own IATA is going through the paperwork and meeting the requirements. You will have less hand holding and need to be proactive about finding resources that work for your business. For host agencies, there are a few downsides, such as: split commissions (usually 70/30), no access to travel perks (like Familiarization trips) until you hit a certain sales threshold, too many advisors that make for less exposure opportunities, and you can’t negotiate commission rates. I wouldn’t suggest new travel agents start out by applying for their own IATA, however, as the infrastructure and support a host agency offers is well worth it for starting agents.
Research and Sign up for a Host Agency
So, let’s assume you’ve decided to go the Host Agency route. Where do you start? There are some important things about host agencies you should know. First, some host agencies are actually MLMs, and you’ll know this if they give you money and a commission cut for bringing more agents to the agency. Avoid those at all costs. Second, host agencies for the most part do NOT provide you with client leads – you’ll need to get those yourself. Third, most of the time there is an annual fee assessed to join the host agency.
I highly recommend visiting Host Agency Reviews for a comprehensive list of operating host agencies. They’re clearly labeled as MLM (avoid!) or not, and have reviews from actual travel agents about their experience. They breakdown the annual fee of the host agency, the history, their niche (if any), any prerequisites for being eligible, etc. This website is a gamechanger when becoming a travel agent. Spend lots of time on here doing your research about which host agency works best for you, your learning style, and your niche.
My Example: Fora Travel
In my case, I visited Host Agency Reviews and decided based on the ratings and comments that Fora Travel would be best suited for me. I liked how they advertised themselves as a modern travel agency with up to date booking technology, a well-established advisor community, and a high status allowing me to offer my clients elite perks. They also do not reward agents for referrals meaning they’re not a pyramid scheme.
The process of signing up with them was lengthy but straightforward. First, I filled out an application submitting information like my travel experience, my niche, and any travel industry experience. Once my application was accepted I was prompted to join an onboarding webinar where the concept and tools of Fora were explained. I then paid the annual fee and gained immediate access to their booking platform, travel advisor forum, and IATA number. This meant I could start booking travel right away.
Fora makes it easy for motivated self-starters to go through training modules to earn certifications which then get published on your Fora profile. The higher the certification, the more benefits you get like access to familiarization trips and client leads from the main website. You can receive a higher certification based on trainings completed and sales thresholds being met. The agency does a great job keeping agents up to date about new promos and products, however lacks in response time and vendor troubleshooting assistance. You’ll want a smaller host agency if that’s important to you!
Use Tools to Learn
You’ve signed up for a host agency, what next? Well, technically as soon as you have access to your host agency’s IATA number you can start booking travel. However I highly recommend taking at least your first week to familiarize yourself with your agency’s booking tools (if any), learning how to book, how you’ll be receiving commissions, and any brand trainings specific to your niche. Take full advantage of their resources – you paid for them!
Stay up to date with the latest luxury travel trends!
I also recommend at this point coming up with a marketing plan for your business. Which social media platforms are you going to use? Which email campaign program will you use to keep clients informed? Will you use Canva or Photoshop to edit your social media content? Will you use Travefy or AXUS to create your itineraries for clients? How often do you plan to post and which hashtags will you use? Are you charging planning fees off the bat, and if so how will you communicate that to your clients? The best tool in your toolkit is organization. Make a plan and stick to it!
Reach out to your network
It’s time to start making your first bookings! Start by reaching out to your network of friends and family. I personally sent an email to my family members and made a post on my personal Facebook and Instagram letting everyone know that I’ve started a new venture as an independent travel agent with a focus on luxury travel and I’m happy to help plan their trips. It’ll take a while to find your footing and establish boundaries with your new clients, but it’s important to give yourself grace during this period.
The best method, I’ve found, for getting clients is word of mouth. Gorgeous Instagram posts are great and all, but people want to hear from others WHY they should use you to book their travel. What can you do for them that they can’t do for themselves? That’s quite difficult to convey over social media! All it takes is one client who planned a great trip with you to share their experiences with friends and then most likely you’ll get more inquiries.
Social Media Branding
That being said, just because word of mouth is very effective doesn’t mean you shouldn’t bother with social media. In fact, your social media presence can be a great tool for building your brand awareness and keeping a pulse on how other travel advisors are marketing themselves. The most commonly maintained social media account for travel agents is typically Instagram as they are photo-forward. Make sure to incorporate in your marketing plan what types of photos you’ll post and if you’ll venture into posting reels.
Also, don’t skimp out on building a solid email list! Having a growing email list is a great way to keep clients and prospective clients up to date with your recommendations and any promos you share. Emails are more personal than social media blasts that are targeted at a large audience. I personally use Mailchimp which I find easy and intuitive to use, but there are other free alternatives out there!
Start Booking Travel!
Let’s review: you’ve thought about if you’re a good fit to be a travel agent, you’ve done your research about host agencies, you’ve signed up for a host agency that works for you, you’ve reached out to your network, and you made a plan to start posting on social media and building your email list. Sounds to me like you’re ready to start booking travel!
Remember to focus on your niche! If your niche is luxury travel and your family member wants you to book a Holiday Inn for them, it’s okay to say no. You are an expert and an authority within your niche and having firm boundaries allows you to better spend your time with clients who are actually within your niche.
Travel Agent Tips
I’ve been working in the travel industry for a long time now! First in group travel, then in corporate travel, then in a startup luxury travel environment, and now independent. Here are tips I’ve learned along the way that have help me further my business:
- Tell the client up front if you charge planning fees, what the fee is, and when you charge them
- Use a calendar app to note your client’s travel dates AND set reminders a week before to call the hotels beforehand to reconfirm their details
- Use an itinerary building software (I use AXUS) to make a beautiful polished itinerary for your clients. Does wonders for your brand!
- Use your resources! I go through my host agency’s forum often to read about travel trends, how advisors deal with issues, and any firsthand hotel reviews that are within my niche
- Don’t be afraid to attend local networking events where you’re living. Word of mouth is key!
Final Thoughts
Overall, being a travel agent is extremely rewarding albeit stressful at times. You are building a business from scratch after all so it’s important to be patient but proactive. Don’t compare yourself to others as everyone’s journey (and network) is different! Growing a business takes time and you don’t become an instant success overnight. So take it from me, do your research, stay organized, and stay positive. Good luck!
If you have any questions about becoming a travel agent or the life of a travel agent, leave a comment below!
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