Travel Counsellors targets 100,000 new leisure customers in next year

Travel Counsellors is targeting 100,000 new leisure customers over the coming financial year through a combination of sourcing clients using social media and “reactivating” existing customers.

 

The homeworking group welcomed 45,000 new leisure customers in the 2025 financial year and is confident this total can be more than doubled for 2026.

 

Karina Fox-Andrews, director of sales and performance, outlined the target at the agency’s annual conference in Liverpool.

 

“What we’d love to do over the coming year is activate 100,000 new customers – wouldn’t that be awesome?” she said.

 

“And if we break that down, all you need to do is a couple of new customers each a month – 24 customers a year – and with social media it sounds doable.”

 

More: Not enough people appreciate role of travel agents, says Katherine Ryan

 

Fox-Andrews said the company will survey its agents to find out how confident they are using social media before rolling out training to “help you prep for peaks”.

 

She encouraged business owners to adopt TC Co-Pilot, the company’s new AI assistant which she described as “your superpower”, in conjunction with social media to help the company achieve its growth target.

 

Fox-Andrews also outlined her desire to “reactivate” existing clients who have not booked in the past year as she encouraged business owners to partner with fellow travel counsellors by using TC Teams.

 

She revealed the company has almost 40,000 “lapsing customers” in its database, which she described as “a huge opportunity”.

 

“The next chapter on your journey is reactivating your customers, and we want to do that through the evolution of TC Teams,” she said.

 

“We know that those TCs who collaborate and regularly work in teams are earning so much more on average than those who don’t, so the opportunity is absolutely huge.”

 

TC Teams is a networking tool built into Travel Counsellors’ booking platform, Phenix, which enables its business owners to collaborate with other travel counsellors to share knowledge and co-manage enquiries.