Starting your own travel agency can be an exciting venture, especially as travel continues to boom. We chatted with Dan Roche, an FSB member and founder of Crui.se, a specialist river cruise booking service, to gather his top 5 tips for others looking to successfully set up a travel agency.
1. Join an Independence Group for Industry Support
Dan’s first tip is to consider joining an Independence Group like Hays Travel or Travel Counsellors. These groups offer essential accreditations like ABTA or ATOL, which provide customer protection and ensure credibility in the industry. Affiliation also brings the added advantage of access to well-established supplier networks, marketing support, and training resources.
As Dan explains, “Independence Groups can give you a leg up in the early stages, as they offer the backing and industry expertise you need to get started.”
Affiliating with a trusted group also helps with supplier connections and operational support.
2. Choose a Niche Market
In a competitive market, having a niche can set you apart. For Dan, that niche is river cruises, and it’s been a game-changer. “When we started Crui.se, we saw there was room for a service focused specifically on river cruising,” he explains.
Finding your own niche - whether it’s adventure travel, wellness & spa retreats, luxury holidays, or honeymoons - can make you the go-to expert in that area.
Here are some popular niches to consider:
- Adventure Travel: Guided hiking, safaris, and exploration tours
- Wellness & Spa Retreats: Wellness packages with a focus on relaxation and self-care
- Luxury Holidays: High-end, all-inclusive trips with bespoke experiences
- Eco-friendly Travel: Sustainable and environmentally conscious travel options
- Family-Friendly Holidays: Travel packages with activities for all ages
- Honeymoons & Romantic Getaways: Packages tailored for couples
3.Embrace Last-Minute Bookings for Steady Cash Flow
Cash flow is critical for any startup. Encouraging last-minute bookings can help manage revenue cycles effectively.
Dan explains, “With payments typically due 8–12 weeks before travel, last-minute deals can provide a valuable boost to your cash flow.”
4.Address Industry Challenges with Confidence
One of the first hurdles in setting up a travel agency is navigating industry regulations and obtaining the necessary accreditations. Ensuring compliance with ABTA or ATOL regulations, for example, can be complex and time-consuming but is essential for customer protection and credibility.
“Getting to grips with industry standards was challenging, but joining an Independence Group helped immensely. They provided the guidance we needed on regulatory compliance, which was a real time-saver,” says Dan.
5.Build a Strong Online Presence
A professional website with an easy-to-use booking system is key to reaching your audience. Pair this with a robust digital marketing strategy to maximise your visibility and credibility.
“Getting your business to stand out in search results—both organically and through ads—is a challenge in itself,” says Dan. “Add to that the need to build a presence on social media platforms and grow an email database, and it becomes clear that digital marketing isn’t a one-and-done effort. However, each element plays a crucial role in a well-rounded plan.”
Invest time in optimising your website for search engines and creating compelling ad campaigns. On social media, consistently share engaging content that speaks to your target audience and reflects your niche expertise. At the same time, focus on building a high-quality email list to maintain direct communication with potential and existing clients, providing them with tailored offers and updates.
By combining these strategies, you’ll establish a dynamic online presence that builds trust, attracts customers, and drives bookings.
Start Your Journey with FSB
Starting a travel agency is an exciting journey, and with insights like Dan’s, you’ll be better prepared to navigate the industry. For more advice, tools, and support for small business owners, visit our Member Benefits and Resources pages.