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How to Start a Travel Agency

Step by Step Guide to Starting a Travel Agency

Not only do you get to work in one of the world’s largest and fastest-growing industries, but you also get the freedom to create a lifestyle business that fits your goals. 

Even with the rise of online booking sites, travel agents and travel advisors are in demand more than ever. Travelers want personalized service, expert guidance, and someone to advocate for them when things don’t go as planned. 

The good news? With today’s resources, anyone passionate about travel can learn how to start a travel agency—even with no prior experience. This guide will walk you through the essential steps, from choosing the right business model to finding clients and marketing your services. 

Why Start a Travel Agency? 

According to the U.S. Department of Commerce’s International Trade Administration, the travel and tourism industry contributed $2.3 trillion to the U.S. economy in 2022, representing 2.97% of national GDP. The industry also supported 9.5 million American jobs, underscoring its importance as one of the largest service exports for the United States, accounting for 22% of service exports and 7% of all U.S. exports in 2023 

The Industry Is Resilient 

Even after global disruptions, travel demand has bounced back stronger than ever. Luxury travel, family vacations, and bucket-list experiences are fueling record bookings. 

The Value of Travel Advisors 

Travel agents provide more than just booking services. They: 

  • Protect clients’ travel investments. 
  • Navigate complex restrictions and policies. 
  • Save clients hours of research and stress. 
  • Create customized itineraries for better travel experiences. 

Simply put: travel advisors are more valuable today than ever before. 

Should You Start Independently, With a Franchise, or With a Host Agency? 

One of the first choices you’ll face when starting a travel agency is whether to go independent, join a host agency, or invest in a travel franchise. Each has its advantages and trade-offs. 

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Comparison: Franchise vs. Host Agency 

Feature 

Travel Franchise (e.g., Cruise Planners) 

Host Agency 

Ownership 

You own your business, backed by a recognized brand 

You operate under the host’s umbrella 

Support 

Robust training, tech, marketing, business development coaching 

Limited training and tools 

Cost 

Higher upfront cost but includes systems and marketing 

Lower upfront, but pay for tools later 

Commissions 

Pay a small royalty percentage of sales 

Commission splits vary by host 

Brand Recognition 

Immediate credibility with clients 

You must build your brand from scratch 

 

Want a deeper breakdown? Read our full guide: Franchise vs. Host: Determining the Best Option When Starting a Travel Agency. 

Franchises like Cruise Planners are consistently ranked among the best low-cost franchise opportunities, making them an ideal choice for entrepreneurs who want strong support without a high-risk startup. 

[Watch]  What Advice Would You Give to a New Travel Agent?

Andy started his travel agency in 2013 and grew his business incrementally with the help of a franchise. See what advice he gives to new travel agents who are just starting out.

Is a Franchise Worth It? Find Out.

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Choosing the Right Path: Independent Travel Agent vs. Travel Agency Franchise 

When starting out, many people wonder: should I operate as an independent travel agent or join a travel agency franchise? The answer depends on your goals, resources, and how quickly you want to grow. 

Option 

Pros 

Cons 

Best For 

Independent Travel Agent 

Full control, freedom to set your own systems & brand 

Must build reputation, tools, and clients from scratch 

Hobbyists or part-time advisors 

Travel Agency Franchise 

Established brand, training, marketing, tech support 

Franchise fee required, but includes systems & support 

Entrepreneurs wanting a scalable travel business 

By joining a franchise, you become part of a network of franchise owners who benefit from shared resources, stronger supplier relationships, and greater buying power. This opens the door to exclusive franchise opportunities that independents don’t have access to. 

For example, Cruise Planners is one of the nation’s leading home-based travel agency franchises, giving new agents a proven model while keeping costs low compared to traditional businesses. 

Learn the Products You’ll Sell as a Travel Agent 

To succeed, you’ll need to understand the products you’re offering—from cruise lines and resorts to travel insurance and tours. 

Supplier Training Courses 

Most major travel suppliers (cruise lines, all-inclusive resorts, etc.) offer free online training to help agents sell more of their products. 

Work With Business Development Managers (BDMs) 

Suppliers assign regional BDMs whose job is to help agents grow their sales. Building relationships with them is key. As Travel Weekly notes, Supplier BDMs can be a lifeline for agents. 

Experience the Product Yourself 

Travel agents often enjoy discounted rates and FAM (familiarization) trips. Experiencing destinations firsthand builds your expertise and credibility with clients. 

 

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Technology & Tools Every Travel Professional Needs 

Running a successful home-based travel agency today requires more than passion for travel—you need the right technology to manage travel bookings and provide excellent customer service. 

  • Booking Platforms & Tools → As a travel business owner, you’ll need access to advanced booking tools that show live inventory, provide instant quotes, and allow you to compare options for clients. Cruise Planners franchise owners receive a proprietary booking platform that integrates cruises, resorts, tours, and insurance into one seamless system. 
  • Automation & CRM → Modern travel professionals rely on customer relationship management systems to track leads, nurture client relationships, and ensure repeat bookings. 
  • Marketing Technology → Beyond just booking systems, tools like automated email marketing, personalized websites, and social media integrations help you stay visible and relevant. 

Pro Tip: Independent travel agents who try to piece together these tools on their own often spend far more in the long run. Franchises like Cruise Planners include all of these systems in one package, saving you time and money. 

Build Your Online Presence 

Your online presence is your digital storefront. Without it, clients won’t know where to find you. 

Website: Your Digital Hub 

  • Must be mobile-friendly and easy to navigate. 
  • Include clear CTAs (“Request a Quote,” “Plan Your Trip”). 
  • Feature your specialties (cruises, luxury travel, groups). 
  • With Cruise Planners, franchise owners receive a ready-made, conversion-focused website as part of their package. 

Google Business Profile: Local SEO Advantage 

Creating a Google Business Profile is free and essential. It ensures you appear in local searches like “travel agent near me” and adds instant credibility. 

Why Local SEO Matters for Travel Agents 

When clients look for a travel advisor, they often start with Google and type searches like “travel agent near me” or “best travel agency in [city]”. If your business isn’t visible locally, you’re missing out on warm leads who are ready to book. 

How Local SEO Helps You Attract Clients: 

  • Shows You on the Map: With a free Google Business Profile, your agency appears in Google Maps and local search results. This makes it easy for travelers in your area to find you. 
  • Builds Trust with Reviews: Client reviews on Google are highly influential. Positive reviews not only improve your visibility but also increase the likelihood that new clients will choose you. 
  • Increases Calls and Clicks: A complete profile allows clients to call, message, or click directly to your website with one tap. 
  • Boosts Mobile Search: Since most people search on their phones, being optimized for local results puts your agency in front of clients when they’re actively looking to book. 

Pro Tip: Consistency matters. Make sure your business name, address, and phone number are identical across your website, Google Business Profile, Yelp, and social media. Search

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Social Media: Where Clients Are Scrolling 

Focus on the platforms where your target clients spend time: 

Platform 

Best For 

Strengths 

Considerations 

Facebook 

Family & group travel 

Events, community groups, ads 

Crowded; requires consistent posting 

Instagram 

Luxury & aspirational 

Visual storytelling, Reels 

Needs high-quality visuals 

LinkedIn 

Corporate travel 

Professional credibility 

Smaller travel audience 

TikTok 

Younger audiences 

Viral trends, destination videos 

Frequent posting required 

Reviews: Social Proof That Converts 

Encourage happy clients to leave reviews on Google, Facebook, and Yelp. Reviews are one of the most powerful ways to attract new clients. 

Finding Clients for Your Travel Agency 

Clients are the lifeblood of your business. Here’s how to find them: 

  • Family & Friends → Your warmest leads. Start here. 
  • Niche Marketing → Become the go-to expert in family travel, luxury river cruising, or adventure travel. 
  • Local Community → Join your chamber of commerce, sponsor events, or partner with local businesses. 
  • Referrals → Deliver exceptional customer service so clients spread the word. 

Pro Tip: Earning a formal travel agent certification program credential is a great way to boost credibility and attract clients who want to work with a certified expert. 

Marketing Your Travel Agency 

Marketing doesn’t have to be complicated or expensive, but it does need to be consistent. 

Email Marketing 

  • Send weekly or bi-weekly newsletters with deals and tips. 
  • Segment lists by client type (families, luxury travelers, groups). 

Social Media Marketing 

  • Post destination inspiration, travel tips, and client stories. 
  • Use Stories/Reels for engagement. 

Contests & Giveaways 

  • Host a photo contest to build your email list. 
  • Offer a travel gift card or discount as a prize. 

[Watch]  How a New Travel Agency Owner Grew Her Business

Laura used to work in finance for a multinational construction company before starting her own travel agency. Her first client was a former colleague who was thrilled with the service he received. Watch how Laura’s business quickly grew through her personal network from there.

Done-for-You Marketing with Cruise Planners 

If you’re not a marketing expert, Cruise Planners provides award-winning, done-for-you campaigns—from direct mail and social media to email blasts. This ensures you look professional from day one. 

Start a Travel Agency with Cruise Planners 

Starting a business on your own can feel overwhelming—but a Cruise Planners travel franchise removes the guesswork. 

When you join Cruise Planners, you’ll get: 

  • No experience required—we train you from the ground up. 
  • Comprehensive support—technology, marketing, and business development coaching. 
  • Access to top suppliers—including cruises, resorts, luxury travel, and travel insurance. 
  • Award-winning marketing tools—all done for you. 
  • A low-cost franchise opportunity backed by over 25 years of success. 

Learn more about the benefits of starting a Cruise Planners franchise and download our free guide to see if this business opportunity is right for you. 

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How to Start a Travel Agency FAQs 

No! With Cruise Planners, no prior travel or business experience is required. 

Costs vary, but Cruise Planners offers one of the most affordable franchise fees in the travel industry. 

Yes. Cruise Planners is a home-based model, giving you the flexibility to work from anywhere. 

Through referrals, niche marketing, and Cruise Planners’ free done-for-you campaigns, you’ll have multiple ways to build your client base. 

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