How to start a travel agency: 10 Must-do steps

The global travel agency services market is projected to grow to $1,248.4 billion by 2036, making it a strong time to start your own travel agency.

Here are the 10 steps this guide will walk you through:

1. Define a high-commission niche
2. Choose a business model
3. Formalize your business structure
4. Complete legal registration and licensing
5. Secure professional insurance
6. Establish financial foundations
7. Build your technology stack
8. Form strategic supplier partnerships
9. Develop a brand and web presence
10. Execute a multi-channel marketing plan

We’ll also look at the Holafly eSIM for Partners program, which gives travel agents a way to add eSIM reselling to their services, creating an extra revenue stream while offering clients something genuinely useful.

1. Define a high-commission niche

AI tools (e.g., Google Flight Deals) have taken over the basics of travel search. What they haven’t cracked is the specialist knowledge and hands-on logistics that high-value travelers are willing to pay for.

As of this writing, the highest-opportunity niches include:

• Luxury wellness and longevity travel
• Group and multi-generational trips
• Regenerative and eco-conscious travel
• Event-driven packages
• Corporate “bleisure” retreats

One way to get started finding your niche is to use Google Trends to validate demand, research segments where travelers struggle via Perplexity, and confirm that suppliers in those spaces offer strong commission rates.

2. Choose a business model

A host agency is the most popular way to become a travel agent from home and arguably the easiest to get started. You operate under the host’s credentials, keep 70–90% of commissions, and can be up and running for as little as $0–$2,000. 

A franchise gives you a recognized brand and structured training to lean on, but you’ll have less say over how you run things. 

Lastly, you can go independent and enjoy 100% commission retention, but also face the highest startup costs and the slowest path to competitive supplier rates.

3. Formalize your business structure

Most travel entrepreneurs choose one of three legal structures when building out a travel agency business plan:

• LLC (Limited Liability Company): the most popular choice, as it separates your personal assets from business debts and lawsuits
• Sole proprietorship: easier to set up, but offers no separation between you and the business (if the business is sued, so are you)
• S-Corp or C-Corp: worth considering later, as the administrative overhead makes it impractical for most new agencies

You’ll also need an EIN (Employer Identification Number) from the IRS (free to obtain) to open a business bank account, apply for Seller of Travel licenses, and register with host agencies and suppliers.

4. Complete legal registration and licensing

Opening a travel agency means establishing a few legal foundations.

Start by registering your LLC with your Secretary of State and setting up a DBA if your agency trades under a different name. Five states (California, Florida, Hawaii, Washington, and Iowa) also require a SOT (“Seller of Travel”) registration if you sell travel to their residents, regardless of where your agency is based.

For direct booking power, you’ll also want industry accreditation, such as:

• CLIA: the standard credential for cruise-focused agencies
• IATAN: the broader credential for hotel and airline recognition
• ARC: required if you plan to issue airline tickets

5. Secure professional insurance

Below are the three insurance policies worth having:

• Errors & Omissions (E&O): covers you when a client claims you made a mistake, even if you’re not at fault
• General liability: covers physical risks like client injuries or equipment theft
• Cyber liability: essential given the volume of sensitive personal data travel agencies handle

6. Establish financial foundations

Travel commissions are typically paid 30–60 days after a client completes their trip. This means getting your financial setup right is key.

7. Build your technology stack

The right tools free you up to focus on the high-value work that earns commissions:

• Travefy/Tern: all-in-one CRM and live itinerary builder; clients see flight updates, hotel locations, and recommendations in one place
• Viator: embed bookable links for local tours into itineraries to earn additional commission
• Expedia TAAP/Bedsonline: agent-only booking portals with professional commission rates, without the complexity of a full GDS (Global Distribution System) like Sabre or Amadeus
• Canva Pro: create social assets and client-facing materials
• CapCut: edit short-form video for TikTok, Instagram Reels, or YouTube Shorts

8. Form strategic supplier partnerships

Your supplier portfolio should cover three tiers: 

1. Hotels and resorts for standard commissions
2. Tour operators like G Adventures or Abercrombie & Kent
3. Consolidators like Bedsonline or Expedia TAAP for agent-only rates, where direct relationships aren’t yet in place

If you’re with a host agency, start with their preferred supplier list, as these come with pre-negotiated rates and a dedicated Business Development Manager you can call when anything goes wrong. 

For niche agencies, reach out to boutique operators and take FAM (familiarization) trips whenever possible.

9. Develop a brand and web presence

Starting a travel agency online means your web presence is your shopfront, so make it count.

1. Nail the basics: professional domain name, email, a Google Business Profile, and links to social accounts (you’re posting to)
2. Match your visuals to your niche: earthy tones for regenerative travel, sleek typography for luxury event travel
3. Put your face on your “About” page: travelers want a real expert behind the screen
4. Pass the three-second test: your website should communicate your specialization and who you serve within three seconds of landing
5. Capture leads with a freebie: a destination guide, event checklist, or visa overview gives people a reason to share their email before they’re ready to book
6. Build social proof: video testimonials and credentials like ASTA, CLIA, or GSTC signal you’re a legitimate professional
7. Use client content: ask clients to tag your agency in their trip posts

10. Execute a multi-channel marketing plan

Getting your first clients comes down to showing up consistently across the right channels.

Below are some ideas to try.

Just keep in mind: quality beats volume. One great video a week will outperform daily content that says nothing.

Add Holafly’s services to your travel agency business plan

One of the easiest ways to differentiate your agency (and add a revenue stream that costs nothing to set up) is through the Holafly eSIM for Partners program. 

As a travel agency, you can resell Holafly eSIMs to your clients and earn commission on every purchase made through your unique referral link.

Instead of scrambling for a physical SIM or relying on expensive roaming, your clients will get instant mobile data in 200+ destinations. There’s no stock or logistics to manage, and you get access to marketing materials for your social media campaigns, email marketing, and website.

Sign up for the B2B referral program to get started.

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Max Woolf

Writer

I’m a writer with over eight years of experience in digital content. My work has appeared in publications such as The New York Times, Forbes, Business Insider, and the BBC. At Holafly, I write clear, practical guides to help travelers stay connected with eSIM technology. In my spare time, I enjoy car detailing, biking around Warsaw, and capturing portraits.

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