The Good Travel Agent

Name

The Good Travel Agent

Legal name

The Good Travel Agent Limited

Website

https://thegoodtravelagent.co.uk

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Travel Agency Services

NAICS

Travel Agencies (56151), Travel Arrangement and Reservation Services (5615)

akta.pro primary industry

Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH)

akta.pro secondary industries

Luxury Travel Agencies (THAKAFAA), Adventure & Expedition Travel Agencies (THAKAFAB), Cruise Travel Agencies & Specialist Cruise Consultants (THAEAFAB)

Keywords

• Personal travel agency
• Holiday booking services
• Package holidays
• Cruise holidays
• Tailor-made holidays

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Travel Package Sales: The company acts as a Package Organiser selling package holidays and also as a Principal in the sale of flights and single element travel arrangements. Revenue is generated through commissions from travel suppliers including airlines, hotels, cruise lines, tour operators, and other travel providers.
2. Travel Agent Franchise: The company offers franchise opportunities through thegoodtravelfranchise.co.uk, allowing individuals to become personal travel agents under The Good Travel Agent brand.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

The Good Travel Agent is a UK personal travel agent matching service that connects customers with dedicated travel agents who plan and book a wide range of holidays including beach, cruise, city breaks, ski, tailormade, luxury, Lapland, UK breaks, touring, adventure, and safari holidays. All bookings are backed by ABTA and ATOL financial protection, and the company operates as a Package Organiser selling package holidays and as Principal for flight and single element travel arrangements.

Product overview

The Good Travel Agent is a personal travel agent matching service that connects customers with dedicated travel agents who provide bespoke holiday planning and booking services. The core offering consists of a network of personal travel agents offering a comprehensive portfolio of travel products including beach holidays, cruise holidays (both ocean and river), city breaks, ski holidays, tailor-made holidays, luxury holidays, Lapland trips, UK breaks, touring holidays, adventure travel, and safari holidays. The service is backed by ABTA and ATOL financial protection and includes a partnership with Trees4Travel for sustainable travel carbon offsetting. The company operates as a trading name of Advantage Travel Centres Limited and does not appear to offer a technical product or platform but rather a human-led travel agent service.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Travel Agent Service A personal travel agent matching service that connects UK customers with dedicated travel agents who provide personalised holiday planning, booking management, and travel advice across multiple holiday categories.
• Beach Holidays

Quantifiable outcome

• 100s of different travel providers accessible to find best holiday matches
• +1 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Trees4TravelcoreStrategic or Co-development PartnerPartnership with Trees4Travel to help customers understand their travel impact and reduce carbon emissions. The company plants a tree for every booking made through them. Partnership includes access to The Good Travel Agent Forest dashboard where customers can track their environmental contribution.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Booking.com: Global OTA dominant in accommodation and increasingly packages/attractions. Represents the principal alternative TGTA's value proposition is positioned against: scale, price and self-service convenience versus human curation and personalised matching.
• Virgin Atlantic Holidays: UK package holiday brand with airline vertical integration. Competes on package holidays to long-haul destinations from the UK with ABTA/ATOL protection, but lacks the personal-agent-led distribution model that defines TGTA.
• TUI UK: Largest UK integrated tour operator and retail travel brand, owning its own airlines, hotels and ship fleet. Overlaps with TGTA on package holidays, cruises and beach/resort products but operates at vastly greater scale and with vertical integration TGTA cannot match.
• Jet2holidays: Major UK package holiday brand and ATOL-protected tour operator with own airline and broad resort portfolio. Direct competitor on package beach and family holidays to UK customers, but at much larger scale with proprietary supply chain.
• Thomas Cook (UK relaunch): Re-established UK online and retail travel brand selling package holidays to UK customers. Comparable on customer base and core holiday categories but with a digital-first model rather than human-agent-led service.

Direct peers

• Travel Counsellors: UK-headquartered personal travel agent franchise network with a homeworking model. Highly comparable business model: personal agents serving UK customers, commission-based revenue, broad holiday portfolio. TGTA is effectively a smaller-scale competitor to Travel Counsellors' franchise proposition.
• Trailfinders: UK retail travel agency specialising in tailormade long-haul holidays with high-touch consultant service. Comparable on personalised agent service model, broad holiday portfolio (including adventure and safari) and premium positioning for UK customers seeking expert advice.
• Hays Travel: Largest independent retail travel agency chain in the UK, with high-street branches and a substantial personal-agent/homeworking division. Directly comparable on customer segment (UK leisure travellers), product mix (packages, cruises, tailormade) and ABTA/ATOL-backed proposition, though at significantly larger scale.
• Broadway Travel: UK-based retail and online travel agency selling package holidays, cruises and tailormade trips to UK consumers. Comparable mid-size competitor with similar ABTA membership and broad leisure product mix including beach, cruise and city break offerings.
• Not Just Travel: UK personal travel agent homeworking franchise network owned by Hays Travel. Operates a franchise model virtually identical to TGTA, selling package holidays, cruises and tailormade trips to UK consumers — the closest direct head-to-head competitor in scale and structure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-good-travel-agent

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Good Travel Agent