Tipto has recruited its first four Agent Ambassadors to help inform the marketing organisation’s strategic direction.

Following a rigorous selection process, Beryl Towne, of Althams Travel; Stef Trevett, of Baileys Travel; Sara Allen, of The Dartmouth Travel Company; and Su Dillon, of Travel Counsellors have been picked to join the Agent Ambassador Programme.

This follows an announcement last year that the Truly Independent Professional Travel Organisation was looking to create its first ambassadors. In January it announced it was on the lookout for up to 15 agents.

Ambassadors will attend Tipto’s general meetings and have the chance to make suggestions to influence the organisation’s events and future direction.

This could impact Tipto’s training events, roadshows, incentive offers. It is hoped it will also help to elevate the organisation’s profile in the trade.

The agents could also be involved in round table discussions and focus groups to give further feedback on how to improve Tipto.

The Agent Ambassadors will receive first refusal on invites to Tipto VIP events such as Ladies Day at the Races, Tipto’s annual afternoon tea at the Ham Yard Hotel in London, and new for 2018, lunch at the celebrity restaurant The Ivy.

Chairman Jane Atkins said: “Our number one aim for Tipto is to help our agents to better sell and earn; and what better way to understand the challenges facing today’s frontline than from the mouths of agents themselves.

“The input from these ambassadors will be invaluable in terms of honing what we do and the leadership team is extremely excited to get all four of them involved as soon as possible.”


The new ambassadors said they felt honoured to be picked.

Travel Counsellor Su Dillon (left) said: “I am delighted to have been asked to become an Agent Ambassador and very much look forward to getting stuck into the role. Tipto is such a valuable resource and I’m excited to use my knowledge of the industry and the challenges agents face to help Tipto shape their future.”

Stef Trevett (second from left), senior travel consultant, Bailey’s Travel, said: “I feel privileged to have been chosen; it is a truly exciting opportunity and one I want to really have an impact on.”

The Dartmouth Travel Company joint owner Sara Allen (third from left) added: “After 25 years in the industry I have a wealth of knowledge to share and I can’t wait to get started.”

Beryl Towne (fourth from left), Althams Travel, said: “Having worked for a well-established independent travel agent for over 40 years, I know the true value and many benefits an independent company can bring to the public.

“I hope my experience in the various roles I have held within Althams will be advantageous in my new appointment as a TIPTO Ambassador. I am very much looking forward to this new opportunity.”

Tipto is still looking for more agents to become ambassadors. Agents can apply by emailing tipto@fore-uk.com, stating their case to become an ambassador and giving an example of the skills they have that could help them in this role.