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We put people above all else.

With people at the heart of everything we do, we’re redefining the 1-1 service you'll receive when you travel. Our community of trusted independent Travel Counsellors all share a passion for making every element of your experience completely personal to you. And we’re with you every step of the way.

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We know that holidays are happier when you have confidence that everything is taken care of. When you book with your personal Travel Counsellor, you can rest easy knowing you have the choice, flexibility and financial protection needed to enjoy every second of that well-earned break or business trip. 

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Big Interview: Steve Byrne, chief executive of Travel Counsellors

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Travel Counsellors was a pioneer of home-based travel selling when it was set up in 1994, a time when the future of the high street was uncertain.

The franchise model championed personal customer service and bespoke holidays. It has gone on to recruit 1,200 agents in the UK and 1,800 globally, turning over £600 million.

Between January 2018 and January 2019, 190 new travel counsellors joined and 40 more are due to start this month.

While the traditional model of the self-employed, home-based agent working alone is still at the core of the business, Steve Byrne says four other models have emerged:

1. Travel counsellors who partner with fellow counsellors: for example, an agent who is great at winning business but not so good at the admin, so they can scale their business without having to employ people. The counsellors work together remotely and set up reciprocal commercial terms via the company’s in-house platform.

2. The employment model: travel counsellors who want to expand their business and bring people in to grow it and manage bookings. Many agents have their own limited companies which employ staff to work alongside the travel counsellor. This includes agency owners who move their business from a shop.

3. Partnerships: groups of travel counsellors who share offices and pool their income as a team.

4. Client services: a lead travel counsellor manages an account and wins the business but creates a team to do the bookings. The commercial arrangements are facilitated by the platform.

Byrne says: “It’s a reflection of how we have evolved. To scale your business you have to liberate talents and you reach a point where you can’t do everything yourself.”

Will we ever see travel counsellors opening shops?

“We don’t permit that at the moment and I don’t think that would be a positive step,” Byrne says. “The model is based on high levels of customer service and intimacy and the success has shown you don’t have to take on a fixed cost to deliver that.”

Ask a member of the public if they have heard of travel counsellors and they are likely to say no.

Travel Counsellors has no TV or billboard advertising campaigns, so how does it raise awareness of the brand and attract business?

“We are a retention and referral-based business,” says Byrne. “In 15 years, we have done a TV campaign maybe twice with limited success.

“We’re proud that Travel Counsellors is doing incredible things with that model and without advertising. We’ve always been a word-of-mouth business.

“We do direct marketing for our agents and tailored, consumer events with suppliers. Significant brand awareness is an opportunity down the line, but at the moment it’s about intimate relationships with the customer.”

In 2015, Travel Counsellors moved its head office from Bolton to £2 million premises in Trafford City, Manchester, where its 350 staff are based.

Asked if the new location had helped attract talent, Byrne says: “We don’t know what our retention and talent would have been like if we’d stayed in Bolton, but Manchester is a nice office environment for our staff. We do a lot more with suppliers, so there’s more of a community hub.

“We moved to have more space, a better working environment and to appeal to a wider pool, especially on the tech front.”

The business employs 90 staff in its technology team as well as a small division in South Africa.

Byrne says the business is investing in cybersecurity and continually tweaking and improving the “user experience”.

In 2017, Travel Counsellors launched its myTC app, which allows customers to enquire, book, message, pay and download documents. Byrne says the app will continue to be improved.

Around half of all sales are made through Travel Counsellors’ in-house dynamic packaging platform, Phenix. Byrne says there are plans to make the platform more intuitive and simpler for its agents to find products.

How does Phenix fulfil the company’s ethos of offering independent advice to clients, not driven by commercial deals?

“Phenix is independent and supplier agnostic,” says Byrne.

“It doesn’t have any of its own inventory. It’s a conduit to access a large number of hotels and every type of airline. There is no third‑party tour operator content.

“The system shows rates and recommends a price but counsellors can raise them lower or higher. They are empowered to choose the holiday that is right for their customer.”

Last year, private equity firm Vitruvian Partners backed Travel Counsellors in a secondary management buyout from Equistone Partners Europe.

The deal saw founder David Speakman and his wife Maureen dispose of their final interest.

Byrne, who joined the business in 2004 as managing director and became chief executive in 2016, says: “We want to use tech and artificial intelligence to improve support. Currently, if agents need advice or support, they have to call, so we want to look at how can we use technology to make sure they have the information they need.”

Other target areas include corporate travel, which has grown 15% year on year, and making Travel Counsellors “more visible” to people thinking of joining.

As for recruitment, Byrne says the company is attracting an increased number of applicants who have run their own business or travel management company.

“We want to make more explicit the different ways that business owners use the platform,” he adds.

“The empowering nature of our model and our culture of supporting people has enabled them to develop and use the company community to meet their needs.”

60 seconds with Steve Byrne

Q. Where are you from originally? A. Liverpool

Q. What’s the last film you saw or book you read? A. Stan and Ollie.

Q. Where are you going on holiday this year? A. Majorca with the family – my wife and three daughters.

Q. Any hobbies? A. Keeping fit – mainly running.

Q. What’s your guilty pleasure? A. Dark chocolate.

Q. What’s been your best experience working in travel? A. This industry is full of brilliant people and it’s a privilege to have the opportunity to meet and work with them, plus the chance to see so many places across the globe.

Q. What one thing about the industry would you change? A. Customer experience at the airport.

Q. What’s your favourite food? A. Any fresh fish dish.

Q. Which three people in travel would you invite to dinner? A. Richard Branson, and Mike and Nicola Graham from Reuben’s Retreat.

Q. Which three people NOT in travel would you invite? A. Sarah Millican, Lee Mack and Michel Roux Jr – he could also do the cooking!

Q. If you were PM for the day, what would you do? A. Easier said than done, but I’d put the country first, forget party loyalty, make a decision on Brexit and get on with it.

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Travel Counsellors - Becoming a Franchisee   Reviews

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Reviews 4.9.

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Amazing 3 months!

I joined travel counsellors just over 3 months ago and the process has been amazing so far! Even though I am technically self employed the support and training is unmatched at every step. From the very start I felt they were a company I wanted to be a part of! Ashley spoke me through the whole process and was very informative around what Travel counsellors is all about. I took the plunge and haven't looked back! Cant wait to see where this journey takes me. Thanks

Date of experience : September 27, 2024

Reply from Travel Counsellors - Becoming a Franchisee

Thank you for the amazing feedback Holly! We're thrilled you're enjoying your journey with us so far. It’s great to hear our support and training have been helpful, and we're excited to see where your journey with Travel Counsellors takes you.

A seamless experience

Everything about the process of joining Travel Counsellors has been seamless. My initial contact with the new franchise team was friendly, informative and always transparent. It was this transparency and non salesy approach that really swayed me. Everything from the get go has been extremely professional and slick. They have really thought about the wants and needs of a new joiner. The virtual induction training has been incredible. Extremely comprehensive and lots of practical work tasks in the dummy booking system to ready yourself for the real world. The stand out thing for me has been the warmth of everyone at Travel Counsellors you meet. Everyone wants you to do well and has your back by sharing all the avenues of support available to you.

Date of experience : September 09, 2024

Professional, warm and welcoming

From the moment I first contacted Travel Counsellors and was connected with Sue, the journey has been brilliant. No questions were too much, she gave me space to make my decisions, and her communications were super friendly and prompt. Everything she did reassured me that this big life change was going to work out, building my confidence. Once signed up, and induction training neared, the support teams jumped into action alongside Sue. Bite sized welcome videos, a lap top delivered and ready to go, and the provision of easy to follow first training modules to get everything set up. It really was very impressive, very warm, and seamless. Now here I am in week 2 of training, having met a wonderful group of fellow Travel Counsellors, and having been guided through the e-learning modules by the good humoured and incredibly patient Kristina. Her knowledge is amazing. But even more importantly, her ability to answer our questions, let us learn at our own pace, keep our energy up, and make us laugh! It's very impressive! I can't wait to get going with my business and everything so far has made me feel supported and optimistic about the future.

Totally fantastic

The onboarding experience has honestly exceeded any expectations I could have ever had. I feel so welcomed into such an amazingly supportive community of Travel Counsellors. The communication has been fantastic and the training has been brilliant. I feel so proud to be a Travel Counsellor. The best decision I could have made.

Support all around!

A fantastic experience from the beginning, if you're thinking about it, do it! The support from everyone at Travel Counsellors is exceptional both staff and fellow TC's. Leaving a full time salary to set up my own business with Travel Counsellors was a huge step to take but the training provided, technology we use and support from everyone has really helped the transition. If you are thinking of joining I wouldn't hesitate to recommend Travel Counsellors, you will need to be committed and put the effort in but it will be worth it.

Date of experience : September 19, 2024

Ashley was my first point of contact…

Ashley was my first point of contact with Travel Counsellors and I found her very supportive throughout. Ashley has a calm demeanour and was very informative. She answered all of my questions and put me at ease. She didn't sugar coat the process or act in a pushy manner in any way. She was honest, which I loved. She advised me that owning my own franchise was a huge step and something that would require determination, passion, commitment and perseverance. And she was right. She also advised me that the TC community is immensely supportive, caring, welcoming and truly that- a community. And she was right again. I am coming to the end of my first 6 months as a TC and I will never look back!

Date of experience : March 25, 2024

Initial Thoughts

Everyone has been so welcoming and shown a highest degree of professionalism from day one. Julia (Speed) who took me through the initial process was wonderful as is Dawn Bould in training. You can see why Travel Counsellors have won so many awards.

Date of experience : August 26, 2024

Thank you so much for your lovely words Steve, we are so glad you chose TC and wish you every success with your new business!

My first contact with Travel Counsellors

My first contact with Travel Counsellors was through Ashley Butler she was very clear with the information she gave me about investing in Travel Counsellors. This was a big decision for me and Ashley was not at all pushy about my decision, she was more interested in making sure I understood everything before I went ahead. Once signed up the training team were fantastic. The amount of people who are happy to help you if you get stuck is unbelievable.

Date of experience : March 29, 2024

Thanks for your kind words Ian, it means a lot!!

Travel Counsellors give you so much…

Travel Counsellors give you so much help and support. Great learning and make the process very smooth, Happy to be a apart of the community.

Date of experience : March 20, 2024

Easy Process

What I liked was that there was no urgency to join, no hard sell and plenty of opportunity to find out more. The mini conference day and the discovery day were helpful insights to the world of TC. The training program has been great and in a small group which was nice. Everyone has been friendly and helpful and nothing appears too much trouble. It is great to know that there are people there to help you if you need it.

Thanks Nigel, I'm glad you had a good experience. Best of luck with your new business!!

Good experience

Lovely people, lots of support from Head Office and from other TC. I can work around my personal life, giving me lots of flexibility. TC technology is very good and user friendly.

Date of experience : June 10, 2024

Outstanding training and onboarding experience

From the moment I contacted Travel Counsellors about potentially joining they have been fantastic. Now in my third week as a TC, with bookings starting to come in and with top tier training and support throughout the whole process, I'm incredibly glad I made the leap. Every single person I have met in the business has been helpful, friendly and welcoming and the training and information available is outstanding.

Thanks so much for your kind words Chris, they mean a lot! Best of luck with your business!!

Travel Counsellors has truly…

Travel Counsellors has truly transformed my life! I’m now living the dream, booking holidays and exploring the world while enjoying more time with my kids and feeling in control of my future. If you're passionate about travel, I wholeheartedly recommend looking into this incredible opportunity. The team is so warm and welcoming—Ashley Butler was fantastic, guiding me through every detail to ensure I was making the right choice, and Dawn Bould, with her bubbly personality, made the training experience very enjoyable. A huge thank you to everyone for making this journey so amazing!

Thanks so much Tanera - That's really good to hear

Informative and helpful

The whole process from first contact was amazing I’m am so impressed and pleased this is the best business decision I have ever made and cannot wait to be apart of the Travel counsellors world thank you for everything

Thank you so much Sarah we wish you every success with your new business!

Its been an excellent experience

I had an excellent experience, from my very first chat with Cathy through to onboarding, I was genuinely impressed with the level of support she provided and how efficiently everything was handled. The academy training was great. Kristina's knowledge and energy made what initially felt daunting into an enjoyable and informative experience. Her passion for it really shines through, making it a fun experience.

Date of experience : August 05, 2024

Thank you Julie and wishing you every success with your new venture. Warm regards Cathy

There was no pressure from anyone

There was no pressure from anyone that I spoke to or met with at discovery day. I expressed that I needed time to weigh up the decision and that was respected. The process was explained and I understood that not everyone is successful following the assessments.

Thank you Kelly and wishing you every success with your new venture. Kind regards Cathy

All the tools and support are provided.

It's a very comfortable environment where you learn a lot in a short period of time but also feel like you can ask any questions. The initial onboarding process was very professional and honest, making sure we were a good fit for each other. You'll be shocked (in a good way) at how big and efficient the support systems are for the TCs.

Date of experience : May 24, 2024

Thank you for your feedback Phil we wish you all the very best with your new venture!

A lovely supportive genuine community!

From start to finish … the process from enquiring to joining , the team were there especially my assigned contact Sue Law! What a lovely lovely lady! No pushy sales, a lovely genuine company who wrap their arms around you straight away! Unbelievable attention to detail and the 100% feeling you are going to be supported when needed is phenomenal! I’m sooooo very very happy I chose this wonderful company to continue my passion with travel! It really is about looking after everyone in the community to be successful and wow what a community Travel Counsellers is already! ⭐️⭐️⭐️⭐️⭐️

Date of experience : May 06, 2024

Thank you for your lovely review Kate, it has been a pleasure to support your journey coming to TC, we are delighted to have you as part of the community and looking forward to seeing your business flourish.

Such a positive experience

From the moment I made my initial enquiry with Julia, to the point my business went live - I have never had a moment's doubt. TC are truly a professional outfit. But it's more than that, there is a true sense of support and community that I've never experienced previously. Everyone genuinely wants you to do well! Academy was busy, a lot to learn, but Kristina and Josie were so kind, patient, and funny! I never felt overwhelmed and was always encouraged to ask questions. This was truly a life changing decision for me, and I am so glad I took the opportunity!

Date of experience : May 13, 2024

Thank you Jay we are so pleased you chose TC and we wish you all the very best with your new business

Good and kept updated on the process

To date the onboarding experience has been good although I am still in the middle of it. I have been communicated with regularly and told what has been going on. Sue Law was great, went through everything and was very responsive to any queries. It took a bit longer than expected to get my laptop and also when I was sent info on my mentor with a video to view I was unable to view the video as I haven't got my full log in details yet. Not a huge issue but maybe send the email and link out once people are on induction and have their full details as opposed to people trying to view it without full access. May also be worth sending the email asking for feedback once the core onboarding process is complete.

Date of experience : August 06, 2023

Thank you for your review Amelia, delighted to have been apart of your TC journey. We are delighted to have you on board. I have passed on your suggestions regarding the survey coming out to you too quickly thank you.

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Lyndill Cilliers

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Welcome to my page! I'm Thuli, your Travel Counsellor based in Midrand. What I love about being a Travel Counsellor is that I get to connect with clients that are based all over the world and use my extensive experience in the travel industry to t...

Tinyiko Likhuleni

Welcome to my leisure travel web page. I am a Professional Travel Counsellor and have been in the travel industry for more than 23 years, where I have delivered excellent business travel service to large corporate. As a travel expert with Travel...

Debby Apetauer

Welcome to my web page. I'm Debby, a Travel Counsellor working from my home in a suburb of Midrand. Working from home means that I have the freedom to service clients wherever you may be in the world. Travel was my passion even before I climbed on...

Charmaine Higgins

Thank you for visiting my website and welcome to Travel Counsellors, the Travel Company, that meets your expectations as a valued customer. As a business owner - my professionalism, dedication and concierge service has brought me many coveted Award...

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Travel Counsellors - Becoming a Franchisee   Reviews

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Reviews 4.9.

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Amazing 3 months!

I joined travel counsellors just over 3 months ago and the process has been amazing so far! Even though I am technically self employed the support and training is unmatched at every step. From the very start I felt they were a company I wanted to be a part of! Ashley spoke me through the whole process and was very informative around what Travel counsellors is all about. I took the plunge and haven't looked back! Cant wait to see where this journey takes me. Thanks

Date of experience : 27 September 2024

Reply from Travel Counsellors - Becoming a Franchisee

Thank you for the amazing feedback Holly! We're thrilled you're enjoying your journey with us so far. It’s great to hear our support and training have been helpful, and we're excited to see where your journey with Travel Counsellors takes you.

A seamless experience

Everything about the process of joining Travel Counsellors has been seamless. My initial contact with the new franchise team was friendly, informative and always transparent. It was this transparency and non salesy approach that really swayed me. Everything from the get go has been extremely professional and slick. They have really thought about the wants and needs of a new joiner. The virtual induction training has been incredible. Extremely comprehensive and lots of practical work tasks in the dummy booking system to ready yourself for the real world. The stand out thing for me has been the warmth of everyone at Travel Counsellors you meet. Everyone wants you to do well and has your back by sharing all the avenues of support available to you.

Date of experience : 09 September 2024

Professional, warm and welcoming

From the moment I first contacted Travel Counsellors and was connected with Sue, the journey has been brilliant. No questions were too much, she gave me space to make my decisions, and her communications were super friendly and prompt. Everything she did reassured me that this big life change was going to work out, building my confidence. Once signed up, and induction training neared, the support teams jumped into action alongside Sue. Bite sized welcome videos, a lap top delivered and ready to go, and the provision of easy to follow first training modules to get everything set up. It really was very impressive, very warm, and seamless. Now here I am in week 2 of training, having met a wonderful group of fellow Travel Counsellors, and having been guided through the e-learning modules by the good humoured and incredibly patient Kristina. Her knowledge is amazing. But even more importantly, her ability to answer our questions, let us learn at our own pace, keep our energy up, and make us laugh! It's very impressive! I can't wait to get going with my business and everything so far has made me feel supported and optimistic about the future.

Totally fantastic

The onboarding experience has honestly exceeded any expectations I could have ever had. I feel so welcomed into such an amazingly supportive community of Travel Counsellors. The communication has been fantastic and the training has been brilliant. I feel so proud to be a Travel Counsellor. The best decision I could have made.

Support all around!

A fantastic experience from the beginning, if you're thinking about it, do it! The support from everyone at Travel Counsellors is exceptional both staff and fellow TC's. Leaving a full time salary to set up my own business with Travel Counsellors was a huge step to take but the training provided, technology we use and support from everyone has really helped the transition. If you are thinking of joining I wouldn't hesitate to recommend Travel Counsellors, you will need to be committed and put the effort in but it will be worth it.

Date of experience : 19 September 2024

Ashley was my first point of contact…

Ashley was my first point of contact with Travel Counsellors and I found her very supportive throughout. Ashley has a calm demeanour and was very informative. She answered all of my questions and put me at ease. She didn't sugar coat the process or act in a pushy manner in any way. She was honest, which I loved. She advised me that owning my own franchise was a huge step and something that would require determination, passion, commitment and perseverance. And she was right. She also advised me that the TC community is immensely supportive, caring, welcoming and truly that- a community. And she was right again. I am coming to the end of my first 6 months as a TC and I will never look back!

Date of experience : 25 March 2024

Initial Thoughts

Everyone has been so welcoming and shown a highest degree of professionalism from day one. Julia (Speed) who took me through the initial process was wonderful as is Dawn Bould in training. You can see why Travel Counsellors have won so many awards.

Date of experience : 26 August 2024

Thank you so much for your lovely words Steve, we are so glad you chose TC and wish you every success with your new business!

My first contact with Travel Counsellors

My first contact with Travel Counsellors was through Ashley Butler she was very clear with the information she gave me about investing in Travel Counsellors. This was a big decision for me and Ashley was not at all pushy about my decision, she was more interested in making sure I understood everything before I went ahead. Once signed up the training team were fantastic. The amount of people who are happy to help you if you get stuck is unbelievable.

Date of experience : 29 March 2024

Thanks for your kind words Ian, it means a lot!!

Travel Counsellors give you so much…

Travel Counsellors give you so much help and support. Great learning and make the process very smooth, Happy to be a apart of the community.

Date of experience : 20 March 2024

Easy Process

What I liked was that there was no urgency to join, no hard sell and plenty of opportunity to find out more. The mini conference day and the discovery day were helpful insights to the world of TC. The training program has been great and in a small group which was nice. Everyone has been friendly and helpful and nothing appears too much trouble. It is great to know that there are people there to help you if you need it.

Thanks Nigel, I'm glad you had a good experience. Best of luck with your new business!!

Good experience

Lovely people, lots of support from Head Office and from other TC. I can work around my personal life, giving me lots of flexibility. TC technology is very good and user friendly.

Date of experience : 10 June 2024

Outstanding training and onboarding experience

From the moment I contacted Travel Counsellors about potentially joining they have been fantastic. Now in my third week as a TC, with bookings starting to come in and with top tier training and support throughout the whole process, I'm incredibly glad I made the leap. Every single person I have met in the business has been helpful, friendly and welcoming and the training and information available is outstanding.

Thanks so much for your kind words Chris, they mean a lot! Best of luck with your business!!

Travel Counsellors has truly…

Travel Counsellors has truly transformed my life! I’m now living the dream, booking holidays and exploring the world while enjoying more time with my kids and feeling in control of my future. If you're passionate about travel, I wholeheartedly recommend looking into this incredible opportunity. The team is so warm and welcoming—Ashley Butler was fantastic, guiding me through every detail to ensure I was making the right choice, and Dawn Bould, with her bubbly personality, made the training experience very enjoyable. A huge thank you to everyone for making this journey so amazing!

Thanks so much Tanera - That's really good to hear

Informative and helpful

The whole process from first contact was amazing I’m am so impressed and pleased this is the best business decision I have ever made and cannot wait to be apart of the Travel counsellors world thank you for everything

Thank you so much Sarah we wish you every success with your new business!

Its been an excellent experience

I had an excellent experience, from my very first chat with Cathy through to onboarding, I was genuinely impressed with the level of support she provided and how efficiently everything was handled. The academy training was great. Kristina's knowledge and energy made what initially felt daunting into an enjoyable and informative experience. Her passion for it really shines through, making it a fun experience.

Date of experience : 05 August 2024

Thank you Julie and wishing you every success with your new venture. Warm regards Cathy

There was no pressure from anyone

There was no pressure from anyone that I spoke to or met with at discovery day. I expressed that I needed time to weigh up the decision and that was respected. The process was explained and I understood that not everyone is successful following the assessments.

Thank you Kelly and wishing you every success with your new venture. Kind regards Cathy

All the tools and support are provided.

It's a very comfortable environment where you learn a lot in a short period of time but also feel like you can ask any questions. The initial onboarding process was very professional and honest, making sure we were a good fit for each other. You'll be shocked (in a good way) at how big and efficient the support systems are for the TCs.

Date of experience : 24 May 2024

Thank you for your feedback Phil we wish you all the very best with your new venture!

A lovely supportive genuine community!

From start to finish … the process from enquiring to joining , the team were there especially my assigned contact Sue Law! What a lovely lovely lady! No pushy sales, a lovely genuine company who wrap their arms around you straight away! Unbelievable attention to detail and the 100% feeling you are going to be supported when needed is phenomenal! I’m sooooo very very happy I chose this wonderful company to continue my passion with travel! It really is about looking after everyone in the community to be successful and wow what a community Travel Counsellers is already! ⭐️⭐️⭐️⭐️⭐️

Date of experience : 06 May 2024

Thank you for your lovely review Kate, it has been a pleasure to support your journey coming to TC, we are delighted to have you as part of the community and looking forward to seeing your business flourish.

Such a positive experience

From the moment I made my initial enquiry with Julia, to the point my business went live - I have never had a moment's doubt. TC are truly a professional outfit. But it's more than that, there is a true sense of support and community that I've never experienced previously. Everyone genuinely wants you to do well! Academy was busy, a lot to learn, but Kristina and Josie were so kind, patient, and funny! I never felt overwhelmed and was always encouraged to ask questions. This was truly a life changing decision for me, and I am so glad I took the opportunity!

Date of experience : 13 May 2024

Thank you Jay we are so pleased you chose TC and we wish you all the very best with your new business

Good and kept updated on the process

To date the onboarding experience has been good although I am still in the middle of it. I have been communicated with regularly and told what has been going on. Sue Law was great, went through everything and was very responsive to any queries. It took a bit longer than expected to get my laptop and also when I was sent info on my mentor with a video to view I was unable to view the video as I haven't got my full log in details yet. Not a huge issue but maybe send the email and link out once people are on induction and have their full details as opposed to people trying to view it without full access. May also be worth sending the email asking for feedback once the core onboarding process is complete.

Date of experience : 06 August 2023

Thank you for your review Amelia, delighted to have been apart of your TC journey. We are delighted to have you on board. I have passed on your suggestions regarding the survey coming out to you too quickly thank you.

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