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‘Cowboy’ agents capitalising on demand for lucrative experiential trips pose serious risk to industry, luxury advisors warn

Agents
Emma Dooney
25 August 2026

Advisors are speaking out against rogue agents booking complex itineraries with lucrative margins as demand for experiential travel continues to grow.

Clockwise from top-left Duncan Greenfield-Turk, Sarah Ives, Hannah Porter and Ben Eddon-Carruthers
Handouts

Clockwise from top-left: Duncan Greenfield-Turk, Sarah Ives, Hannah Porter and Ben Eddon-Carruthers

Several have told TTG they fear the lucrative margins on these high-end trips could attract so-called "cowboy" agents, leading to negative consequences both for consumers and others working in the industry.

The criticism comes as the sector navigates one of its biggest-ever shifts, with more than three-quarters (78%) of leisure travellers citing having at least one memorable experience as being essential to their holidays.