If you’ve been looking into starting a travel business, you’ve probably stumbled across two terms that get thrown around a lot: host agency and franchise. At first glance, they might sound interchangeable. But the model you choose will shape everything from how much control you have over your brand to what you pay each month.
So let’s break it down properly.
The Quick Answer
What’s a host agency? A host agency provides independent agents with the back-end systems, supplier relationships, and legal protection they need to operate. You run your own business under your own brand, but you’re supported by the infrastructure of a larger organisation.
What’s a franchise? A franchise means you’re operating under an established brand name and following their systems, processes, and marketing. You pay for the right to use their brand, and in return, you get a proven business model.
A common belief: Some prospective agents believe franchises offer more security because of brand recognition.
What research shows: Client booking decisions are typically influenced more by trust in the individual agent than the company name behind them.
What to consider: The level of support you get, the freedom to build your own brand, and whether the costs make sense for the income you’re likely to generate in your first year.
JLT’s model: We’re a host agency. That means our 380+ agents build their own businesses, under their own names, with full access to our systems, supplier partnerships, and daily support. No franchise fees. No brand restrictions. Just the infrastructure and community to help you succeed.
What You’re Paying For
The financial side is where the two models differ most significantly.
With a franchise, you’re typically looking at an upfront franchise fee (often thousands of pounds), plus ongoing monthly fees and a percentage of your commission. You’re paying for brand recognition, marketing materials, and the right to trade under their name.
With a host agency, the model is different. You’re not buying into a brand. You’re accessing systems, supplier relationships, and support. At JLT, agents pay a monthly membership fee that covers access to our TopDog live reservation platform, ATOL protection through PTS, and the full support structure. No upfront franchise fee. Agents work on an 80% commission split, with no additional revenue sharing beyond standard industry arrangements.
Here’s what that looks like in practice. A JLT agent on our Business Class package gets access to the Social Media Academy, daily Q&A clinics, bookable one-to-one sessions, and ongoing email and WhatsApp support. First Class agents add weekly private coaching courses, wellness and clarity calls, and deeper strategic guidance. The cost is predictable. The support is there from day one.
Control, Brand, and How You Show Up
This is where the operational differences become clear.
When you join a franchise, you represent their brand. Your business cards, your social media, your website. It all sits under their identity. This structure works well for agents who value established branding and prefer working within defined guidelines.
With a host agency, you build your own brand. You choose your business name, your tone, your visual identity, and the way you want to show up online. If you want to specialise in luxury honeymoons or accessible travel, or multi-generational group trips, you can shape your entire business around that. The support is there, and the creative control is yours.
At JLT, our agents have built diverse businesses. Some focus on Disney and theme parks. Others specialise in wellness retreats or adventure travel. One agent carved out a niche in neurodiverse-friendly holidays. Another built a following around solo female travel. They all use the same systems and support, but their businesses look and feel completely different.
The host agency model provides the scaffolding. What you build on top of it is up to you.
The Support Structure
The model you choose matters most when you need guidance.
At JLT, support is built into the way we operate. Our agents aren’t left to work in isolation, as there’s always somewhere to turn.
- Daily Q&A clinics on Zoom for live troubleshooting.
- Bookable one-to-one sessions for personalised guidance.
- Wellness and clarity calls for when you need to step back and reset.
- Ongoing email and WhatsApp support for quick answers.
- A private agent community where members share wins, ask questions, and troubleshoot challenges together.
Agents have made their first booking in their first week with zero travel industry experience. Experienced agents have also joined after working in isolation and seeking a supportive community.
Both franchise and host agency models offer training and systems. The structure and culture of support vary by organisation.
Why Should This Matter To You?
The difference between a host agency and a franchise isn’t just technical. It shapes how you operate, what you pay, and how much freedom you have to build the business you want.
If brand recognition and an established system are your priorities, a franchise structure may align with your goals. If you want the freedom to build your own identity, control your costs, and access structured support without corporate branding requirements, a host agency model offers that flexibility.
Both models can work. The right choice depends on how you want to run your business.
Ready to explore what the host agency model looks like in practice? Reach out to us and let’s talk through what you’re building, where you’re at, and whether JLT is the right fit for you!
