Saga Travel has begun a trial with seven mature travel agents working exclusively for the brand as part of a new distribution channel.
The over-50s tour operator, which stopped selling through the trade in February last year, hopes to recruit up to 100 local travel advisors (LTAs) as self-employed homeworkers from all over the UK over the next four years.
The agents can use Saga’s Abta and Atol licences, marketing materials and reservation systems to sell Saga’s beach, touring and cruise product as well as third-party suppliers.
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They are not paid commission but work on a “profit-share” basis.
Saga Travel Group chief executive John Constable told Travel Weekly there are “agents who are no longer working, who are 50-plus” and have a similar outlook to their customers.
He added: “The idea is that by being local and developing strong relationships, they can really drive their businesses, and ours.”
Saga spoke to potential LTAs about their client network and social media followings before taking them on to ensure they were widely followed and had contacts in their local communities.
The trial has been running for five weeks and has been a “huge success”, according to Constable. He said: “Our customers love the high‑touch experience when they are on holiday, so if that could start at the planning stage, with a Saga LTA going round to a customer’s kitchen to arrange their holiday, we think that will appeal.”
Iain Powell, Saga group trading director, said the new agency model would suit agents who had worked in the industry in the past and now wanted to work in a different way.
He said: “We know many people either want or need to work flexibly and as an LTA they’ll be their own boss and can work as they choose. It’s our brand and their business.”
LTAs will have an induction programme, one-to-one coaching sessions with a dedicated business coach and day-to-day support.
There is no joining fee – Powell said fees had deterred people from joining or rejoining the industry as an independent advisor in the past – and no cap on what they can earn.
Asked if regular agents might be disgruntled that Saga chose not to sell through them but was now setting up its own network of homeworkers, Constable said everything in the Saga touring portfolio could be bought through Saga’s sister brand Titan Travel and there was price parity between the two brands.
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