Becoming an independent travel agent, also called travel advisor, is a great career path for entrepreneurs who want to earn income by booking travel, while also having a flexible schedule. This guide outlines the steps you need to take to be a travel agent, plus how to get clients and develop a business strategy.
Your step-by-step guide to becoming an independent travel agent
1. Choose the right host agency
Independent travel agents need to work with a host agency. In order to receive commission on your bookings (the primary way travel agents make money), you need to book with an IATA number, an industry-wide stamp of approval that’s difficult to obtain as an individual.
When evaluating host agencies, consider:
Commission structure and splits
Technology platforms and booking tools
Supplier partnerships
Training programs for new advisors
Marketing support and resources
Community and mentorship opportunities
The best host agencies help streamline commission processing and payment systems, ensuring you get paid as quickly as possible. For example, Fora manages everything about commissions for you, largely via our streamlined technology, so you can focus on planning incredible trips, not dealing with clunky payment systems.
When you join a host agency, you also benefit from their partner relationships and preferred programs. Fora is part of every major preferred partner program—like Virtuoso, Four Seasons Preferred, and Rosewood Elite. That means your clients get exclusive perks, and you get priority treatment—and, in many cases, enhanced commission.
2. Check your local requirements
Some states may require (or encourage) certain certifications in order to start booking trips as an independent travel agent. Fora makes this process seamless and stress-free. Even better, when you join us, you can start booking on day one—no need to navigate bureaucratic hurdles and uncertainty. We have all that dialed in so you don’t have to stress.
Check out Fora’s state-by-state guides to see what you’ll need.
3. Complete professional training
While you don’t need formal education to be a travel agent, comprehensive training can help you be more successful. Quality travel agent training should cover:
Industry terminology and systems
Booking procedures and best practices
Business operations and client management
Marketing and sales strategies
Fora provides all of the above (and more) via our integrated platform. Access over 700+ on-demand lessons, whenever works best for you. You also can sit in on over 20 hours of live training each week.
Fora’s self-paced training program was a game-changer.
Timadge Berkhadley
joined December 2022
“Fora’s self-paced training program was a game-changer,” said Fora Advisor Timadge Berkhadley. “Juggling other commitments, I could learn at my own speed, yet the content was rich and comprehensive. This empowered me to confidently navigate my client calls.”
Ongoing education is equally important. At Fora, successful travel agents continually update their knowledge through our:
Weekly destination trainings
Social media tutorials
Supplier deep-dives (cruises, DMCs, flights, etc.)
Client-acquisition strategies
4. Establish your business and book your first clients
Once you’ve obtained licensing 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 first bookings. Focus on destinations you know well, and document your process for future reference.
Follow up diligently with clients before and after travel (Fora can show you how, complete with scripts), and request testimonials. Fora’s reviews feature within our platform makes requesting testimonials easy. These testimonials are then uploaded to a dedicated profile page our team creates for you on foratravel.com, establishing trust with both new and existing clients.
5. Develop your marketing strategy
Building a successful travel business requires a clear marketing approach, which Fora helps you with. Our dedicated marketing course teaches you how to:
Define your target audience and ideal clients
Create a professional online presence using social media and your Fora profile page
Develop consistent content that showcases your expertise
Establish a client communication system
Build an email marketing strategy
Fora’s in-house marketing team also creates plug-and-play social media, editorial, and email templates optimized for conversion, so you can market yourself and drive bookings without spending hours designing something from scratch.
6. Build your client base
New travel agents should focus on strategic client acquisition. Our “Finding Clients” training track goes into this in greater detail, but a few high-level strategies help establish momentum. Most of Fora’s top-earning agents got started by tapping into their personal network of friends and family, and their most successful clients still come via word of mouth.
From there, leverage your online presence to showcase your travel knowledge. Once your Fora profile page has been created, you can submit personal travel guides and trip reports, which our team turns into professional articles that attract clients and encourage bookings. These content pieces are part of your overall marketing strategy to highlight your expertise and specialties (e.g., cruise, Europe, family trip, all-inclusives).
Reasons to become an independent travel advisor
Being an independent travel agent might be right for you if:
You want a flexible career. Independent travel agents can work from anywhere, set their own hours, start part time, and build a business that accommodates their lifestyle. “I had been dreaming about a career pivot for a while but always felt stuck on how to make it happen,” Fora Advisor Alexandra Vigilante Chamberlin said. “As an avid traveler who felt trapped in the rigid schedule of a traditional healthcare worker, Fora gave me the opportunity to grow my passion for travel into a business at my own pace.”
You want a role with uncapped earnings potential. Independent travel agents earn through commission and planning fees, with potential for significant income growth as your client base expands.
You love sharing your passion for travel with others. For travel enthusiasts, becoming a travel agent transforms your passion into a profession. You get to connect with a community of travel professionals and create memorable experiences for others. Additionally, at Fora, after you’ve fulfilled certain milestones, you’ll be able to attend industry events and familiarization trips—invaluable opportunities to experience destinations firsthand.
Fora gave me the opportunity to grow my passion for travel into a business at my own pace.
Alexandra Vigilante Chamberlin
joined September 2023
Frequently asked questions
Do I need a license or certification to be a travel agent?
Although a formal license isn't legally required to become a travel agent, professional training significantly increases your credibility and effectiveness. Many host agencies, including Fora, offer comprehensive training programs that cover everything from booking procedures to marketing strategies.
How much can I earn as a travel agent?
Income for independent agents vary widely based on how much you work (full time or part time), your client base, and your niche or specialization. New part-time agents might earn a several thousand dollars annually, while established full-time advisors can generate six-figure incomes or more.
Can I be a travel agent without joining a host agency?
It’s technically possible to operate without a host agency, but it’s significantly harder. Obtaining an IATA number as an individual requires substantial investment. And without a host agency you’ll have to start from the beginning on establishing relationships and partnerships with travel suppliers, establishing your business administration and finance systems, building a client base, and negotiating commission rates. Most successful independent agents, especially when starting out, partner with established host agencies.
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. Fora provides marketing training, templates, and an online profile to help you attract clients.
Ready to start your journey as a travel agent?
Becoming an independent travel agent offers a flexible, rewarding career path. With the right host agency, training, and business approach, you can build a thriving travel business that aligns with your lifestyle.
When you're ready to take the first step, consider applying to become a Fora Advisor. Fora offers comprehensive support for new travel advisors, including industry-leading training, innovative booking technology, marketing resources, and a supportive community of fellow travel professionals.
Transform your passion for travel into a rewarding business, and join the next generation of independent travel advisors.
