SHG plans three-month sales blitz of 1,000 agents 

Pictured left to right: SHG trade partnerships manager Kim Sellman; SHG sales director UK & Ireland Simon Garrido; SHG head of trade partnerships Jorge Quibell; SHG trade partnerships manager Luke Swarbrook

The Specialist Holidays Group is planning three-month sales blitz of 1,000 retail travel agents and homeworkers through in-store visits and hyperlocal ‘coffee club’ meet ups.

Following the launch of its first peak season campaign, the group said it hopes to engage with triple the number of agents compared to the same three month period last year.

The move forms part of the group’s key focus for 2026 to build trade relationships under new owners TravCorp Holdings.

The group owns American Holidays, Citalia and Sovereign Luxury Travel, all of which are sold via agents. Since TraveCorp took over in July 2025, the trade sales team has already increased in size from one to four people.

Following an agent survey, the team now plans between them to visit between 300 agents in high-street stores in January, a further 300 in February and the same again in March.

In addition, they hope to meet at least 100 homeworkers during peaks at around six ‘coffee clubs’, starting next month.

Head of trade partnerships Jorge Quibell said: “We want to engage with as many agents as possible. The message to the trade is we are easy to work with and here to support them. We’ve increased our agent support significantly and increased investment.”

Coffee clubs will be open to any agents in the nearby area for an informal chat on product and incentives and give agents the chance to meet and build a relationship with their SHG sales representative.

“We will do localised meet ups so agents don’t have to venture too far. We will ask what towns agents want us to come to and see where we have got the numbers,” said Quibell, who added: “These personal relationships make a real difference. We want to build relationships, share key product and create a safe space for agents to ask us questions.”

The company has already upped its presence on social media, with more e-shots and videos, and has marketing and training resources in its ‘SHG Suite’ found via its Facebook page.

Sovereign has also boosted its product range with an extra 45 properties, in the Maldives, United Arab Emirates, Greece, Spain, Italy and Croatia, with a further 35 due on stream in the coming months.

“We have seen a huge increase in agents engaging with us already who have not booked with us before or not booked in the last year. Our strategy is to make sure we are everywhere agents need us,” he added.