The Hurlingham Collective has been started by long-time industry figures Kellie Samuda and Andrew Barker, who told TTG Luxury they have created the new business to attract established consultants seeking greater independence.
Barker and Samuda will be offering a 90:10 split for travel advisors, a level the founders claim is among the most competitive currently available to UK-based advisors.
They will have access to the support and infrastructure of Hurlingham Travel, which was established by Barker in 2002. When Hurlingham Collective advisors book using a specific range of preferred suppliers – around 1,200 contracts are in place – they will be eligible for the higher-level commission split.
Already 20-strong and positioned at the premium end of the market, the focus is on advisors retaining their own branding and client relationships. Advisors do not have to worry about non-compete clauses or financial penalties for leaving, allowing them to join or depart without restrictions on future earnings, Barker said.
The model is aimed at consultants who already manage a book of clients rather than those new to selling travel, reflecting what Hurlingham Collective see as a growing appetite among experienced advisors to operate as independent businesses, but with all their back-office functions taken care of.
Barker is building bespoke operational systems from scratch, which he believes are perfectly designed for the needs of the advisors.
“We want agents to be able to enjoy their freedom and give access to a supportive community,” said Barker. “This is a ‘no-strings’ membership model that avoids financial penalties for leaving.
"The Hurlingham Collective focuses on building a community with no hierarchy, backed by significant investment in in-house technology development, which includes an accounting package and we will soon have a hotel booking app for agents too."
He added: “We have the Atol licensing, airline contracts and tour operator capabilities to give agents access to what they need. By placing this infrastructure behind independent advisors’ own brands, we will function as a discreet back-end platform for them."
While Samuda noted: “One of our key focuses is our intention of creating a community, one where we share training, events and familiarisation opportunities while maintaining entrepreneurial freedom. Many of us gathered recently for our first meeting in London, and it was a great time to share our plans.”
Since soft-launching in October, Samuda said the collective has grown organically to around 20 members, with ambitions to reach approximately 30 within its first year as it selectively recruits advisors who bring their own client portfolios and industry connections.
