Travel agents to become more valuable amid demographic shifts, leading independent believes

Structural changes in the market will increasingly favour higher-value, service-led travel, according to a leading agent.

Richard Slater is conducting a strategic review of the future direction of his agency Henbury Travel as its marks its 15th anniversary this month and he celebrates 40 years in the travel industry in 2026.

The Macclesfield-based agency has seen four-fold growth since the end of 2021 supported by a growing client base.

Slater, Abta northwest region chair, said the anniversary provided a natural opportunity to assess how the business is positioned for the future.

The review includes expansion into key sales markets, alongside a shift toward working “smarter rather than harder”, with a greater focus on bringing clients into the shop to deliver a high-quality, personalised experience. 

At the same time, the business is continuing to grow demand for more tailored and experience-led travel, reflecting where Slater believes the market is heading.

A new website is also in development, designed as an online showroom to support customer engagement rather than a traditional transactional booking platform.

Slater’s first experience in retail travel came through work experience with Ian Pollitt, who had established Carrier just six years earlier at the time. 

“Reaching 15 years with Henbury Travel, and 40 years in the industry personally, gives you a moment to reflect on how much the market has changed,” Slater said.

“Demographic shifts, particularly the growth in the empty nester and retiree market, are set to drive strong demand for touring, cruise and higher-quality holidays over the next decade, as more customers have both the time and disposable income to travel - with an increasing focus on experiences, learning and discovery rather than traditional beach holidays.

“In contrast, the role of the travel agent - providing expertise and a personal, human service - is only likely to become more valuable.

“As the industry evolves, it’s important that businesses like ours continue to adapt, ensuring we are aligned with both customer expectations and the commercial frameworks that support long-term growth.”

Henbury Travel is also evaluating its commercial partnerships as part of its wider strategic review.

“There’s a broader shift happening across the sector, with agencies becoming more commercially aware of how different models operate over time, particularly as businesses grow,” managing director Slater added.

Henbury Travel remains focused on maintaining strong supplier relationships and delivering high levels of service, with any future decisions being made with long-term sustainability in mind.

The business works closely with key supplier partners including Iberostar and Grecotel, as well as operators such as If Only and Prestige, all known for delivering consistent quality and customer experience. This is complemented by programmes including Gold Medal’s Incredible Journeys brand, reflecting growing demand for more immersive travel experiences.