Specialist Journeys is to start selling four of its brands through the trade as it looks to grow the business by 25% a year over the next three years.
The Salisbury-based business, which was acquired by private equity firm Kings Park Capital in 2015, brought in former Titan Travel boss Jackie Willis as chief executive in March this year.
The four brands are: Andante Travels, which offers archaeological and cultural tours; gardening tour specialist Brightwater Holidays; Historical Trips; and wine tour specialist Arblaster & Clarke.
Average selling prices are about £1,500 for Brightwater and more than £2,000 for each of the other three brands, the operator said.
Willis’s former colleague Richard Tarrant, who worked at Voyages to Antiquity after leaving Titan, joined Specialist Journeys as marketing director in May.
Tarrant said: “Specialist Journeys carries between 8,000-9,000 passengers, but we are looking to almost double that by 2021 and we plan to exploit every channel to market to help us do that.
Tarrant added: “We will provide agent training, plus marketing and sales resources and support.”
He said the group would “remove all direct booking numbers from brochures and offer complete price parity and competitive commission, with no exclusions in the commissionable element of the booking”.
Specialist Journeys has appointed marketing agency 3For to help set up commercial partnerships, and is in talks with The Advantage Travel Partnership, The Travel Network Group, Hays Travel, Midcounties Co-operative Travel and Travel Counsellors.
It is planning 500 agency sales visits in October and November and 500 in February and March.