Liberty Travel has launched a host agency division,
Independent by Liberty Travel, and Liberty is pitching its well-known brand to
attract independent contractors.
"We know that the industry has changed a lot," said
Independent by Liberty Travel brand leader James Bovino. "While we'll
always have our brick-and-mortar presence and we'll always have our traditional
travel consultants in those businesses, many travel consultants, they live an
adventurous lifestyle. They don't want to work in a store. They want to work on
their own terms, but still provide that same level of service and
professionalism that our customers are used to in a Liberty Travel retail
store."
Talking about the strength of the Liberty brand, Bovino said,
"Our name and our reputation obviously come with us. I think there's a lot
of security in our company and the culture we bring. There's a lot of love for
our company in the industry."
While Independent by Liberty Travel is structured like a host
agency, Bovino said it offers agents additional benefits that come with being a
part of global giant Flight Center Travel Group, Liberty's parent company.
Bovino said agents will have access to deals and promotions available through
its sister brands.
"It's true form is a host agency by name," he
said, but "we refer to it more as a true inclusive travel network."
Independent by Liberty Travel charges its members an annual
fee of $249 and a monthly service fee of $49. Its commission structure is
tiered based on sales numbers; the highest commission split is 90% for the agent
and 10% for Liberty.
Agents will have the opportunity to sell from the "platinum
range" of products, Bovino said. They are certain products from preferred
suppliers that come with a 90% commission split regardless of an agent's sales
level.
The network also has an educational offering, Independent
University. A core curriculum teaches the network's system and basics in
marketing. There are electives on advanced marketing and finance, Bovino said,
as well as courses on destinations and product offerings.
Currently, about 60 agents have signed up for Independent by
Liberty Travel, ranging from industry veterans to beginners. Bovino said the
agency community's response has been "very positive."