ROL Cruises' Jake Nickels has smashed £10 million in gross sales in a single financial year – but despite describing it as his "best ever" result, the TTG 30 Under 30 member tells TTG he thinks he could have done "even better".

"I spent a lot of time travelling this year, so I'm aiming even higher for next year," he explains, confidently.

Nickels's success is far more than just a fluke, though; his annual sales have gone up from £7.5 million to £9 million, then £9.5 million, before breaking the £10 million mark this year. 

The 27-year-old Cruise Consultant, who joined Fred Olsen Travel at 18 before moving to ROL Cruises in 2021, puts these impressive figures down to a "problem-solving" mentality.

"I love not knowing who I'm answering the phone to," he says. "I try to get a feel for the customer within the first five to 10 minutes of a call, and it's satisfying to match them with the right product."

'Travel agents have a duty of care'

His sales figures are certainly eye-catching, but Nickels believes one of the biggest lessons he has learned is knowing when not to sell. "I want people to come back to me, so I'm not going to put them on something unless I'm sure they'll love it," he explains.

He offers the example of a client with severe mobility issues who was ready to book a European river cruise. Nickels questioned whether they would be comfortable navigating the ship and excursions offered, given that they were semi-permanently in a wheelchair.

'I've been selling river for more than 20 years – I still dread this question every time'

"They had their card in hand, ready to go ahead, but I knew it wasn't right for them," he explains. "They wanted to explore France, so instead I got them a five-night ocean cruise with an adaptive cabin, and assistance whenever they needed it.

"Agents have a duty of care towards their guests whether they're new or repeat clients – that's something I really believe in."

Jake Nickels

Nickels' sales acumen has also proved valuable in other areas of the business, with ROL Cruises asking him to switch teams and help retain business during the Covid pandemic. The team rescued more than £1 million in revenue during that period, with Nickels responsible for £600,000 worth of those bookings.

"I know I'm young, but I feel like I’ve got incredible knowledge of the industry in terms of what is out there," he said. "What I think really sets me apart is that knowledge, and the ability to quickly find alternatives that I know will make my clients happy."

'I want to retire before I'm 45 years old'

The £10 million milestone has done little to dampen his ambition either. Nickels wants to continue breaking sales records while pursuing personal goals, including retiring before the age of 45. He also has his sights set on a win at The Travel Industry Awards.

"I want to build connections, work for the best, and always take the next opportunity," he says. "I know I'm working for the best right now."

Nickels also believes the next generation of travel agents should focus less on sales scripts and more on developing their own style, with a combination of product knowledge – and personal rapport – being what separates a good agent from a great one.

"You've got to find your own way of doing things," he said. "Bring your personality to the forefront when talking to clients – that's the most important thing."