SHG, which comprises former Travelopia brands Citalia, American Holidays and Sovereign Luxury Travel, was acquired by TravCorp Holidays last summer and is now headed up by former Classic Collection chief Andy Freeth.

The group since taken on a handful of ex-Classic employees, including Jorge Quibell, Kim Sellman and Maria Petkova, with sales director Simon Garrido and trade partnerships manager Luke Swarbrook both moving on.

Since November, SHG has attracted bookings from 80 agencies that last worked with the group prior to the pandemic, resulting in an additional 120 bookings across the three SHG brands.

"We often ask agents to just give us a go," said Quibell, head of trade partnerships, who cites the team's "approachability" for the uptick. "As soon as they speak to our teams and see the level of expertise and service, they feel confident working with us."

Quibell attributed this to SHG's investment in trade, with another appointment poised to be announced in the coming weeks. "We want to be at five team members by the end of the year, so there's lots of opportunity there," said Quibell.

'We want to be more visible and approachable'

Since the acquisition, SHG has overhauled how it works with agents, including by introducing a "frictionless" trade hub. In addition, Quibell said the team had placed a renewed focus on training and had increased its on-the-road presence.

"The aim is to be more visible, more approachable and easier to do business with," Quibell continued. "Travel is a relationship-driven industry. As we always say – people buy from people."

This strategy appears to be gaining traction. Quibell said the group was achieving growth of up to 70% year-on-year earlier this year, although this has slowed to around 30% growth owing to the conflict in the Middle East.

(Credit: Specialist Holidays Group)

Quibell pinned the uplift, in part, on renewed engagement with the trade, but also to changing consumer behaviour – particularly during periods of global uncertainty. "In times like this, people want reassurance," he said. "They want someone they can call or see face-to-face. That’s where agents come into their own, and where we support them as a tour operator."

Flexibility has also become a differentiator for the brand; Quibell pointed to a recent enquiry from Secret Paths agent Leanne Rees, which saw SHG adapt its booking terms to support a nervous customer.

"Leanne's client was due to travel to Cyprus but became nervous following the news in the Gulf," Quibell explained. "She called us up and we acted immediately, offering alternative options with no admin fees. Looking after the customer is our first priority."

'It's a tough market – we're listening to agents'

Alongside structural changes, the group has introduced commercial initiatives aimed at deepening agent engagement. These include enhanced commission, override payments and targeted incentives, as well as localised marketing support to help agents drive demand within their own databases.

The company is currently piloting these schemes with a select group of partners, with "encouraging" early results. "It’s about recognising it’s a tough market, and making sure to invest in agents and give them opportunities to earn more," Quibell said.

Training and product immersion also form a core part of SHG's strategy. A programme of fam trips is under way, including an Italy twin-centre and a long-haul trip to be confirmed later in the year.

Looking ahead, Quibell said he expects trade to remain a key growth driver through 2026 and beyond, although he acknowledged current rates of growth are unlikely to be sustained as the business scales.

Success, he said, will be measured by continued expansion of its agent base and becoming a "preferred partner" for key bookings. "We want an agent to get an enquiry for America, Italy or another luxury European holiday and immediately think of us," he said.

'We cater to all budgets – not just luxury'

Quibell also addressed lingering misconceptions about the business, including confusion over its ownership. SHG and its brands have previously been owned by Tui and Travelopia, but came under the TravCorp umbrella last July.

"There’s sometimes a perception that we’re either still part of a big group or that we’re purely luxury," he said. "That’s absolutely not the case. We can cater across different budgets and, being a part of TravCorp, we're very trade-focused."

Ultimately, Quibell believes the group’s relatively small structure is a competitive advantage in today’s market. "We’re a very personal business," he said. "Agents mean everything to us, and if they haven’t worked with us before, we’d just say – try us!"