I read travel agent of 40 years Jo Richards's recent column for TTG, and the many comments it attracted, with intrigue.

It extolled the value of travel consultants being accredited at a time when we have many thousands of new entrants joining the industry.

So when I was asked for my thoughts on the topic as the founder of Travel Counsellors and as someone, as TTG put it, who had "democratised" the role of the travel agent, I was only too happy to oblige, although if I had a thin skin, I might interpret that as being accused of helping to create the problem in the first place.

'Good agents want recognition'

First of all, let's give the debate about accreditation some context. In 1978, I set up my first travel agency. At that time, my experience of travel was a Robinsons coach tour and visits to Tossa and LLoret De Mar, Benidorm, Tenerife and Gran Canaria.

Back then, travel agents had to be Abta members and could only sell product from Abta tour operators. Tour operators had to be Abta members too and could only sell their product through Abta agents. This was known as “Stabiliser” and although it was a restrictive practice, the government allowed it as it was the vehicle that financially protected the customer.

Abta was on the hook for financial protection so it insisted on experienced travel consultants being employed in all Abta retail outlets. So I had to employ two qualified ("accredited") consultants who had at least two years' experience in an Abta retail outlet.

It was a time when the local travel agent was king – reputations were built and tarnished locally and you had to build a business that was better than your local competitors. No direct sell, no discounting, although agents might offer free insurance.

There was No Teletext, no internet, no social media – only local word of mouth with a referral or criticism.

'When trust and credibility are paramount, why align with someone like Katie Price?'

When I founded Travel Counsellors in 1994, we were members of Abta. In fact, I was a member of its travel agents council. We had to abide by Abta rules so every consultant that joined had to be accredited. Being the pioneers of working from home, it did us no harm to advertise our credentials.

But because the consultants had no retail outlet, they had to connect with customers and build the own clientele. Not everyone was a success and some left. The monthly fee was a contribution towards the cost of software licences and not a profit centre.

The world was a different place by then. Holidays were now being advertised on Teletext as Ceefax was available on most televisions.

By 1994, the Package Travel Regulations were in place and Abta withdrew Stabiliser. Tour operators could then sell direct to customers and travel agents became free to build and sell their own dynamic packages, all under Atol financial protection.

Finally, the internet came along and not only democratised the role of the travel agent, but allowed customers to build their own itineraries and become experts in their own mind. Websites like TripAdvisor and Trustpilot followed, as well as other review platforms, which have undermined the perceived value of a good travel consultant.

People who are good at their job want recognition of doing a good job, they seek status and acclaim. Working as a self-employed travel consultant is tough, but rewarding. At the turn of the century, if you earned £20,000-£25,000, you were doing well. Travel Counsellors could earn well over that, some earned five to ten times that.

Over time, groups of independent consultants would start working together, some even some becoming limited companies employing consultants with each individual business owner building their own credibility and trust in a world that seeks good service and value.

But not every independent travel consultant is a success. Some may have great knowledge and sales patter, but many find it difficult to market themselves.

'It's a great life being a travel agent'

So should they be accredited? Maybe customer approval is the new accreditation. You can understand those who have built successful and thriving businesses or work in a busy retail office being critical of new entrants calling themselves "travel consultants" – this criticism becomes diluted as those newcomers become experienced.

Google estimates a mid-range European holiday for a UK family four currently runs to around £4,000.

To illustrate the chasm between home-based travel businesses, these are average statistics from my previous business Travel Counsellors and perhaps the most noticeable new entrant in the UK, InteleTravel.

In its most recent accounts, Travel Counsellors UK reports TTV (Total Transaction value) for 2025 of £879,336,000 from its 1,715 consultants. This amounts to average gross sales of £512,732, approximately 125 a year based on a £4,000 average, although some TCs are, of course, achieving much more and some much less.

At a rate of 10% commission (sometimes higher, sometimes lower) shared 60:40, a consultant would earn £30,800 on average. Again, these figures are only for guidance as they are averages and also include some corporate travel consultants.

Let's compare that with the highest profile and largest – by numbers – home-based agency in the UK, InteleTravel. It reported gross sales in the UK of "more than £250 million" for 2025, spread across around 44,000 consultants. That amounts to gross sales per consultant of just over £5,700, on average.

Bearing in mind that £4,000 estimate for a typical family holiday then this is, on average, a little over one booking a year. It's quite obvious there is something more attracting people to InteleTravel – and others – than earning a living selling travel.

It's a great life being a travel agent – I know that.

In this new world of self-identification, if someone wants to call themselves a travel consultant, then it's not for me to challenge them, although I don’t have to agree they are. And any outsider looking in can decide for themselves thanks to all the reviews and evidence that is out there.

It begs the question – why does the travel industry go along with this charade?

David Speakman founded Travel Counsellors in 1994, stepping down as chair in 2015. He acquired North East travel agency The Travel Bureau in June 2023 and late last year, launched new homeworking operation The Integrity Travel Group. He was named Travel Legend at The Travel Industry Awards 2026.