Specialising can be a great way to start out as a travel agent. Having a clear focus, a defined target market, and the opportunity to form close bonds with suppliers can all work in your favour when you are setting up a new venture – especially if you have expertise in that area. If you are considering this option, here are key questions you may have:
 

What is a specialist travel agent?

A specialist travel agent is someone who focuses on a specific niche within the travel industry.

This could mean specialising in a product. For example a high street agency that specialises in weddings and honeymoons or a call centre that specialises in cruise.

Alternatively, a travel agency may have staff who specialise in selling to particular customer groups, such as neurodiverse travellers.

There is rarely a specialism too niche. TTG has previously written about travel agents that specialise in booking groups of cheerleaders travelling to international competitions and clients with learning disabilities.

Do I need experience to become a specialist travel agent?

You don’t need prior experience selling travel but it helps to have first-hand knowledge of the niche you want to focus on.

For example, if you want to sell Red Sea diving holidays, it helps if you have been diving in the Red Sea yourself.

Aito - the specialist travel association is a good resource for exploring niches that some agents have already developed, ranging from African safaris to ski holidays.

Benefits of becoming a specialist travel agent

• A defined market with potentially less competition
• Stronger relationships with suppliers in your area of expertise
• Potential for higher earnings thanks to your specialised knowledge

How do I become a specialist travel agent?

You could either:

• Set up your own travel agency based on your chosen niche
• Join an existing agency that already specialises in your area of interest

Popular specialisms include luxury travel, Disney holidays, and cruises. Here’s a closer look at how each works:
 

Becoming a luxury travel agent

What is a luxury agent?
According to April Hutchinson, TTG’s head of luxury, a good indicator of a 'luxury' holiday is an average booking value of around £5,000-£7,000 (per booking, not person) though some bookings can exceed £100,000.

Hutchinson says to be a luxury agent, you must:

• Truly understand your customer
• Book travel based only on what you think to be perfect for them, not what you are commercially bound to sell
• Be constantly hungry for knowledge
• Often be available 24/7
• Be prepared to think on your feet
• Be flexible

How do I become a luxury travel agent?

Hutchinson’s top recommendations include:

• Not Just Travel – increasingly focused on premium leisure travel and takes on most of its franchisees with no travel experience at all
• Travel Counsellors - growing focus on luxury, with numerous tools and concepts to help advisors grow in this market.
• Other brilliant homeworking businesses such as Designer Travel, Cartology and 360 Private Travel who can take people who have either sharp travel skills but no network - or vice versa, or people who can bring other skillsets and a passion for travel to the table but just need the steer.
• High street agencies that focus daily on delivering exceptional quality holidays all over the UK
• Concierge companies looking for passionate, talented people to service their increasing number of demanding clients.
   

Becoming a Disney travel agent

What is a Disney travel agent?
A travel agent that plans and books Disney holidays. This might include hotels, park tickets, transportation and Disney cruises.

Some agencies focus solely on selling Disney while others may sell it alongside other products. Disney is a complex product so specialist training and first-hand experience is important.

How do I become a Disney travel agent?

• Set up your own agency and register with Disney
• Join a travel agency already registered with Disney. This is the simplest option as you’ll gain immediate access to training, tools and resources plus licensing requirements will usually be covered.
   

Becoming a cruise travel agent

What is a cruise travel agent?
A travel agent that specialises in selling cruise holidays.

They may sell:

• The cruise itself
• Flights and transport to the departure port
• Pre- or post-cruise accommodation
• Land tours before or after the cruise
• Onboard extras such as dining, excursions, and entertainment

Cruise is one of the fastest-growing sectors in travel, and because it’s a complex product, there are lots of opportunities for agents who can guide customers through the choices.

How do I become a cruise travel agent?
The process is similar to becoming a general travel agent, but if you’re joining an agency, look for one that specialises in cruise.

Training is key as you’ll need to understand the differences between cruise lines and their offerings.

• Clia’s Cruise Academy is an excellent starting point.
• Many cruise lines also provide agent training, webinars, and ship visits – invaluable for building expertise and customer confidence.