Becoming an independent travel agent, also called a travel advisor, is a great career path for entrepreneurs who want to earn income by planning and booking travel. Unlike at a traditional brick-and-mortar agency where advisors are employees, independent advisors run their own businesses and partner with a host agency for stronger booking infrastructure.
You don’t need a specific degree or certification to get started, just a good host agency with access to an IATA number and strong education on the basics.
1. Choose the right host agency
Independent travel advisors often work under a host agency. To earn commission on your travel bookings, you need to book with an IATA number, an industry-wide stamp of approval that’s difficult to qualify for as an individual just starting out.
Host agencies have many travel advisors working under their umbrella, which gives the agency leverage to negotiate preferred partner rates and benefits for all of its advisors. A strong host agency will also provide access to travel suppliers and advantages that you wouldn't qualify for on your own.
When evaluating host agencies, consider:
Commission structure and splits: Splits range from 70–90% or higher, and agencies with strong partnerships can offer higher overall commission rates on some bookings.
Technology and booking tools: Some agencies leave more business management, like invoicing and client workflows, up to you.
Supplier partnerships: These partnerships can dictate where you can book and earn commission, commission rates, and the priority your clients receive.
Training programs: Training depth varies among agencies. In addition to beginner training, find out whether a host offers continued learning opportunities.
Marketing support and resources: The level of marketing support differs between host agencies and can range from minimal help to courses, templates, and more.
Community and mentorship: Being an independent advisor can be isolating. Some agencies provide opportunities to learn and connect with one another.
While starting a completely independent agency is an option, you’d need to set up all of the above yourself. The best host agencies have strong technology, supplier partnerships, training, and advisor support. For example, Fora manages commissions for you, has a unified booking platform, ongoing training, and customizable marketing content.
Read the full guide to choosing a host agency
2. Take advisor training
While you don’t need formal education to be a travel advisor, comprehensive training will help you be more successful. Your host agency will provide some training—for example, Fora provides an Essentials training that takes about three hours to finish. There are also industry organizations that offer training and certifications, like the American Society of Travel Advisors (ASTA), Cruise Lines International Association (CLIA), and the Travel Institute—but none are required to become an advisor.
Quality travel advisor training covers:
Industry terminology and systems
Booking procedures and best practices across supplier types
Business operations and client management
Marketing and sales strategies
Fora’s self-paced training program was a game-changer. I could learn at my own speed, yet the content was rich and comprehensive. This empowered me to confidently navigate my client calls.
Timadge Berkhadley
joined December 2022Ongoing education is equally important to grow your business and stay on top of industry changes. A great host will also offer:
Weekly destination trainings
Social media tutorials
Supplier and destination deep-dives
Client acquisition advice
Learn more about advisor training
3. Book your first clients
Once you’ve found your host and trained up, you’re ready to book. Start with your personal network of friends and family, and use straightforward bookings to build confidence—hotel reservations are ideal starting points. Focus on destinations you know well, and document your process for future reference. At Fora, most advisors make their first booking within four weeks of joining.
Follow up diligently with clients before and after travel to ensure they have a smooth trip. Once they’ve traveled, request testimonials to highlight on your advisor profile or website and social media. Encourage them to spread the word among their own network to start building up referral business—it can take a year or so to develop a consistent flow of clients.
Read our guide to finding travel clients
4. Develop your marketing strategy
Word-of-mouth referrals are a strong marketing driver, but a few simple strategies can help you reach people outside of your network.
Pick a niche. Define your ideal clients to focus your message and marketing efforts. This often develops naturally from the destinations or types of travel you know best, like cruises, group trips, or luxury European travel.
Create an online presence. Your social media and a website or advisor profile page give you a space to show off your travel knowledge and client reviews, which build trust with potential clients.
Keep up with clients. Well-timed check-ins with past clients can turn into return bookings or referrals. Set reminders to follow up after a trip and then a few times throughout the year to check in or share destination updates.
Share content that shows your expertise. Create content when you travel, based on client trip stories, or when you attend industry events and share it on your website or social media.
Build an email marketing strategy. After you’ve gotten the basics down, develop an email outreach strategy to keep past clients engaged and convert potential clients into bookings. This could be as simple as templates for new clients or a regular newsletter.
If you’re unsure how to start, your host agency might have resources. For example, Fora offers marketing courses, and creates plug-and-play social media, editorial, and email templates that advisors can quickly customize and share.
Ready to get started? Apply to become a Fora Advisor and get access to training, booking tech, marketing resources, and a supportive advisor community from day one.
Frequently asked questions
Do I need an LLC to be a travel advisor?
No. Most independent travel advisors start as sole proprietors, which is the simplest and cheapest business setup. You operate under your own name and report income on your personal taxes. An LLC can make sense once you’re earning consistently and want liability protection or a cleaner separation between personal and business finances, but it’s not required to start. If you’re unsure, talk to a tax professional.
Do I need a license or certification to be a travel advisor?
No, you don’t need a license or certification to be an independent travel advisor in most U.S. states. California, Florida, Hawaii, Washington, and Iowa have Seller of Travel laws that require travel businesses to register at the agency level. A host agency, like Fora, handles the agency-level registration for you.
Do I need insurance to be a travel advisor?
Errors and omissions (E&O) insurance is highly recommended, even though it’s not legally required. E&O protects you if a client claims you made a booking error or gave bad advice. It covers legal defense costs, settlements, and judgments.
Some host agencies bundle E&O coverage into their offering, so you’re covered the moment you join. For example, it’s included at Fora. If you’re operating fully independently, you’ll need your own policy, which usually costs a few hundred dollars a year.
How much does it cost to become a travel advisor?
This depends most on your host agency fees. Most charge a subscription fee, take a cut of commissions, or both. At Fora, it’s $299 annually or $99 quarterly for booking access, training, marketing tools, and trip management. However, some agencies charge a subscription and additional fees for other tools.
How much can I earn as a travel advisor?
Income varies based on how many trips you book, the booking cost of your trips, and your niche. You earn commission on each booking, and your host agency splits that with you. If two advisors both earn 10% commission on a 70% split, but one books a $15,000 stay and the other books $3,000, the first earns $1,050 and the second earns $210.
Different supplier types also have different average commission rates. At Fora, part-time advisors might earn several thousand dollars annually, while established full-time advisors have six-figure incomes or more.
Can I be a travel agent without joining a host agency?
It’s possible to operate without a host agency, but it’s significantly harder. Getting an IATA number as an individual requires substantial investment. And without a host agency, you’ll have to start from scratch on everything, from partnerships with travel suppliers to negotiating commission rates.
How do I find my first clients as a travel agent?
You already have a network of potential clients all around you. Start with your personal network. From there, referrals, email campaigns, and social media can be powerful tools to showcase your expertise and reach new people.
