Saga Travel will start selling through the trade next month, overthrowing decades of direct-sell history.

The over-50s holidays and cruise specialist has been selling direct for 60 years. However, it is now recruiting an agency sales team at its Folkestone headquarters in order to work with the trade.

Chief executive Andrew Strong said Saga had already experienced success working with agents via its sister brand Titan.

He added research now shows that the over-50s market account for the majority of travel and tourism spending, although many of that age group still prefer to book via an agent. Strong said any break booked via an agent will continue to include all of Saga’s key features including travel insurance, VIP door-to-door travel on all long-haul and cruise holidays, and an in-resort repping service.

He added: “This is an exciting time for Saga Travel, and this venture will put the option of a Saga Holiday or fantastic Saga cruise in the nation’s high streets as well as on doormats. Feedback so far from agents is very positive.

“Our current customers like dealing with us direct, but there are those who prefer to pop into their local travel agent, and this new initiative means we will be offering greater choice to some three million over-50s who book through a travel agent each year.

“Booking a Saga holiday or cruise through a travel agent will give customers all the added extras that those who book with us directly enjoy - and the security that we will offer a great experience at excellent value.”

In August, Saga wrapped up a deal for a majority stake in luxury online tour operator Destinology. The acquisition followed the company’s stock market flotation in May.

As well as offering holidays, Saga is also active in the insurance and financial services sectors.