Successful travel agents are often busy focusing on service, sales and new opportunities, which leaves little time for the strategic elements of running and growing their businesses. That’s where Danny Sperling comes in.
He helps agents with content creation and personalisation, plus project management and relationship development by connecting them with key industry players.
Sperling explains: “I aim to make an agent’s life more productive by empowering them with the tools, strategies and confidence to stay ahead. Whether it’s database building, attending events or following up with connections, I do the heavy lifting, so they can maintain and grow momentum.”
It’s quite the professional pivot for someone who built a successful 36-year career in the music industry, with artists such as Radiohead on his CV. Minty Highway was originally launched as a consultancy for music projects, and one of Danny’s clients was based in South Woodford, where local agency Abbotts Travel handled their travel needs.
Agent focus
Sperling got to know Abbotts, and in 2010 he started helping them in a business development capacity. “One day a week quickly expanded to three to four days a week,” he explains.
“I took on projects such as website and social media content creation, newsletters, client and trade events, local networking, supplier relations, press releases and award submissions.”
His brief was to tell Abbotts’ brilliant local story and he communicated this successfully – Abbotts won Top London Agency twice in the TTG Top 50. “Coming from a different industry, I brought a fresh perspective and helped connect all aspects of the business,” he says.
In 2019, Sperling was introduced to Richard Dixon, co-owner of Holidaysplease. He spoke at their annual conference, when several agents expressed an interest in working with him.
The first of these was Jo Shayler (now with Travel Counsellors), who says: “The trouble with being self-employed is that the only person who can give you a kick up the backside is yourself. I needed someone to kick me up the backside. That was my opening pitch to Danny!
“Danny spoke at our Holidaysplease conference in 2019 and I felt inspired to get in touch.
“In a somewhat over-subscribed industry Danny enabled me to successfully engage with my clients in measured and respectful manner, but whilst retaining the essence of Jo Shayler at all times. He’s given me the strength to find that confidence within myself. If I look at myself five years ago and compare to today I barely recognise that person of 2019. Without his support I wouldn’t have won TTG’s Travel Agent of the Year – during a global pandemic, I might add – and the very idea of launching a podcast would have elicited only laughter.”
During the pandemic, Danny’s work expanded to cover four more Holidaysplease agents and in 2021, he hosted the first Minty Highway Conference, bringing together agents, suppliers and industry experts for workshops and training.
Richard Dixon attended, and brought more Holidaysplease agents into Sperling’s orbit.
Dixon says: “During my 30 plus years in travel I have only ever come across one business development marketeer that truly gets travel agents, and that is Danny. The time he spends developing a deep understanding of the characteristics and drivers of each agent he works with enables him to formulate supremely personal marketing plans and communications that not only inspire customers but build and cement lasting and very profitable relationships with them.
“That, combined with the unique space Danny occupies between his extensive list of supplier contacts and agent partners, is why Danny achieves the significant and consistent business growth for his agents that he does.”
In 2023, following the acquisition of Holidaysplease by Travel Counsellors, Danny decided to focus on working directly with individual agents and small businesses. He now has nine home-based agents on his books, and two agencies, Ultimate Destinations, and the Hays IG-affiliated Luxury Dream Holidays.
Building local presence and client engagement is core to Danny’s skills. He helped Felicity Benn (Felicity Benn Holidays) to develop her personal branding, build her website and highlight her expertise in accessible travel. “When we began working together, Felicity had little local presence,” says Sperling. “She’s since partnered with a local pub/restaurant for a regular pop-up, given her first radio interview, and joined a local networking group. Her confidence and visibility have soared.”
His client list is not exclusively home-based consultants – Sperling has also worked closely with Ultimate Destinations, focusing on their local presence in Chorleywood, which culminated in a 20th anniversary celebration last December.
Bringing together agents with suppliers is another of Sperling’s key strengths. He’s worked with a diverse range of suppliers including Palladium Hotels, Not in the Guidebooks, Visit Estonia, Anzcro, Beachcomber, Latin Routes and Inside Japan.
Working together
“Suppliers see the value in our collaborative approach, which connects them not only with agents but also with clients themselves,” he says.
A good example of this is the online event he organised with Anzcro for four agents and some clients, hailing from different parts of the country.
“I managed every detail from marketing to liaising with speakers,” explains Sperling. “The event connected agents, suppliers and clients in a meaningful way, fostering stronger relationships and driving tangible business growth.”
Often the stats speak for themselves. Sperling has worked with Ruth De Avila (Blue Skies & Sunnies) to empower her expertise through storytelling. Thanks to her own travel experiences and client bookings, Ruth’s knowledge of Thailand was flourishing. By weaving these stories together, and highlighting her collaborations with the likes of Elephant Hills jungle camp and the Tourism Authority of Thailand, Sperling helped elevate her profile.
“This approach has driven deeper partnerships, exclusive events, and a remarkable increase in bookings. Since we started working together, Ruth’s sales to Thailand have grown by more than 70%, with a year-on-year increase of 15% in each of the last two years,” he says.
Personal approach
A more recent development for Minty Highway has been the organisation of bespoke fam trips. In May 2024, Sperling collaborated with Palladium Hotels on a fam trip to Ibiza for two agents.
Joanne Peters, senior business development manager, UK & Ireland, says: “I have had the pleasure of working with Danny since 2017, and his unique and innovative approach has been invaluable in helping me connect with high-calibre agents who are often hard to reach.
“Danny’s vision of fostering meaningful partnerships between suppliers and agents came to life with our first fam trip to Ibiza. Together, we curated a bespoke itinerary to meet the needs of each agent’s business. Building this level of rapport with such a talented group of travel professionals is absolutely priceless. He’s like a breath of fresh air in the industry – there should be more Dannys in this world.”
He was then approached by Not in the Guidebooks to spearhead another exclusive fam to Morocco for seven agents. “Experiencing the culture and the desert camps first-hand provided an invaluable connection between suppliers and agents, by showcasing the potential of small-group experiential travel,” he says.
Sperling has ambitions to deliver more exclusive fam trips, events and conferences, expand Minty Highway’s network of suppliers and develop his supportive community. The agents he works with are responsible for more than £12 million worth of sales annually, and there will no doubt be other agents and suppliers who want to unlock that potential.
But Sperling vows he will always be hands-on: “Minty Highway’s approach is highly personal, and I want to continue refining and expanding the bespoke services I offer,” he explains. “I want to work with agents who understand the value of their unique stories, and help them communicate their credentials in a way that resonates. My aim is to help agents remain inspired, visible and ahead of the curve.”
