The agency, which currently has eight premises and is shortlisted in the TTG Top 50 Travel Agencies 2018, will expand into Caerphilly and Aberdare next month, taking the total staff headcount to more than 60.
Tailor Made, which launched 25 years ago in Penarth, is also considering other locations in south Wales, including Neath, Port Talbot, Swansea, Llanelli and Carmarthen.
“Our expansion is quite bold,” said owner Simon Morgan. “I made the decision [to start expanding] two-and-a-half years ago. I gave myself freedom by removing myself from the day-to-day running.
"I don’t run travel agencies now, I open them.”
Tailor Made’s strategy was to create upmarket, “Kuoni-esque” stores in prime high street locations, the first new addition being its Cowbridge branch, which opened in 2016.
“We brought in high quality staff with local followings who were able to generate high revenue from the outset,” said Morgan.
“We took £1.75 million in our first year. We’ve now duplicated that model with seven more stores taking revenue to £20 million.
“We identify locations with the correct footfall and employment demographic for us, usually areas with low property prices serving industries such as manufacturing – first it’s the house, then the car, then the holiday.”
Morgan said Caerphilly and Aberdare were natural fits, with low to medium property prices and “massive commuter potential” – Caerphilly is a 20-minute train ride from Cardiff city centre.
“We scope out towns during different seasons to see the footfall,” Morgan explained. “We use council data too – but there’s nothing better than being there smelling the air. It’s easy to spot a good or bad fit.”
The Caerphilly store will have a staff of five, and Aberdare four: “We keep them lean,” said Morgan. “Our staff are our first focus. Happy teams mean happy customers.”