The new initiative will enable travel agents to add a physical retail presence to their existing businesses, supported by a dedicated retail team, separate Abta arrangements and co-funded shop branding.

They will also benefit from business development support and additional marketing assistance, while Not Just Travel will contribute towards store signage and branding.

It is part of the agency's efforts to capture a greater share of the UK's £29.4 billion retail market.

The company said several members of its network have already found success after opening retail premises, including husband-and-wife teams James and Natasha Oliphant and Rachael and Colman Coyne, who launched their retail units in November 2024 and have since reported "significant business growth".

'This is about creating another lucrative route for consultants'

Steve Witt, Co-Founder of Not Just Travel, said the retail environment creates a different sales dynamic compared with homeworking.

"When someone walks into a shop, they have already made a decision to talk to you, and that changes the whole dynamic of the sale," he explained.

"This is about giving consultants another lucrative route to meet new clients, not asking them to give up what they already do well."

The company said customer behaviour is helping drive the opportunity, with retail visitors often looking for more complex holidays. 

It highlighted industry data showing that 36% of retail store visitors arrive with complex, multi-element trip enquiries, which can lead to higher conversion rates and increased spend.

Witt said the company had taken time to develop the model before rolling it out more widely.

"It is a serious investment from us, but the retail figures make a strong case for it," he added.

The move comes as other travel businesses explore more flexible models, with new agency Plan Your World – launched by former Kuoni Head of Sales Lorraine Saunders – also developing a hybrid approach that allows agents to work remotely while using its Herne Bay shop for client meetings and a collaboration space.