New independent consultancy to offer ‘alternative’ model for agents

The founders of a new travel consultancy firm have pledged to provide a “really nice alternative” model for independent agents seeking support with their businesses.

 

Hurlingham Collective was unveiled in October by Andrew Barker, founder and managing director of travel agency Hurlingham Travel, and Kellie Samuda, who founded 360 Private Travel in 2009 before going on to launch her own travel business in 2024.

 

Speaking to Aspire, the pair said they’ve set up Hurlingham Collective as a consultancy for independent agents and small travel companies, centring the business around three key pillars of community, technology and commission, as “that’s what people are really looking for”.

 

The software available to agents, including an invoicing system and upcoming hotel booking app, has all been designed by Barker to ensure it’s “simple and intuitive”, making it easy for users to access with “hardly any training”.

 

Samuda said: “The technology is all built in-house, which we feel is quite unique. It’s designed for travel professionals by travel professionals.”

 

She also said agents who work beneath the Hurlingham Collective umbrella will benefit from a 90/10 commission split when booking with one of the brand’s preferred partners, of which they have “thousands”, thanks to the long-term relationships and contracts Barker’s agency Hurlingham Travel has established.

 

Another key focus for the business is to foster a sense of community among agents who typically work alone.

 

Samuda said: “It’s a group of travel professionals supporting each other. We’re offering events, fams, get-togethers and training sessions.

 

“Independent doesn’t mean you have to be alone.”

 

While building a community is important for Hurlingham Collective, Samuda and Barker emphasised that, within their business model, “nobody’s working for anyone”.

 

Samuda said: “We know that there are lots of models out there these days, and we want to come in with a really nice alternative for people.”

 

Barker added that they want to avoid “unfair business practices”, such as “taking on people with business and claiming that business as our own”.

 

“We want to make sure everyone has their own brand. We don’t want to ride on anyone’s coattails or say that it’s about us. We stand kind of silently behind them [agents] and their brand, and help them promote that,” Samuda added.

 

In addition to spotlighting its agents rather than Hurlingham Collective itself, the consultancy is implementing a different style to its membership structure.

 

The “no-strings” approach means there is no minimum membership term and both full and part-time agents can join.

 

“We are completely flexible to work with people in the way that suits them,” Samuda said. “We only want people to stay because they want to be here. We don’t want people to stay because they feel they can’t get out, which I know is a problem in the industry.”

 

The firm also doesn’t pay referral fees and relies on agents recommending people “because they like us and they want to be a part of it [Hurlingham Collective]”.

 

Barker and Samuda have both worked in the travel industry for more than 25 years and had spoken “numerous times” about launching a venture together, eventually deciding to create Hurlingham Collective to “bring out the best of what we can both offer”.

 

The consultancy is currently working with 20 agents and small travel businesses, and the pair hopes to increase this to 30 by its one-year anniversary in October.

 

Samuda said: “We’re looking for a few more people and we just want a nice, friendly, happy bunch. We’re not corporate in any way – we’re very relaxed, chilled and welcoming.”

 

Pictured: Hurlingham Collective agents at one of the company’s first training days