Travel Industry Executives Slam Katie Price's Agent Recruitment Campaign
Reality television personality Katie Price has found herself at the centre of a significant controversy within the travel sector following her attempt to recruit travel agents. The former glamour model, alongside fellow television celebrity Danielle Lloyd, promoted recruitment sessions for InteleTravel under the Travel Smarter Group brand, sparking outrage among established travel professionals.
Industry Leaders Voice Their Displeasure
The advertisement, posted by Katie Price last Thursday, invited potential recruits to "Join Katie Price and Danielle Lloyd" and learn how to "earn money from travel around your other commitments." It promised flexible work, more travel opportunities, and extra income. However, this messaging was met with immediate and severe criticism from those working within the travel industry.
Lisa Henning, chief executive of Inspire Europe, offered a particularly scathing critique. She highlighted the intense efforts travel agents have been making amid recent global disruptions, including the ongoing conflict in the Middle East affecting destinations like Dubai.
"I've watched our teams go above and beyond to get people home safely," Henning stated. "I've seen agents working ridiculous hours for their customers, losing commission... and still showing up because that's what real travel professionals do."She described seeing agents in tears from stress and clients desperate to return home. Against this backdrop, Henning argued that the promotional campaign featuring Price and Lloyd, which positioned travel agency work as a casual "side hustle," felt like "a huge mockery of our industry." She emphasised that this profession is not a gimmick or a path to easy money.
Defence from Katie Price's Camp
In response to the mounting criticism, Katie Price's personal assistant issued a statement to clarify the reality star's position. The PA explained that Katie Price has never claimed to personally book travel for clients. Instead, she is merely sharing a platform to help individuals become independent travel agents and generate additional income, whether part-time or full-time.
"All agents within the community receive full training and are committed to supporting their clients," the PA asserted. "Many people join this business to build better financial opportunities for themselves and their families, and they work incredibly hard to do so."
The assistant expressed disappointment that some were trying to undermine these efforts, noting that agents, like all travel professionals, can face unforeseen circumstances like airline cancellations. She stressed that the people involved are real individuals with livelihoods, and inaccurate stories can negatively impact many.
Widespread Condemnation from Travel Professionals
The backlash extended far beyond Lisa Henning. Numerous other industry figures publicly criticised the advertisement for trivialising their demanding profession.
Travel counsellor Nicola Dack warned the public on social media: "Please be careful who you trust with your holidays and your hard-earned money. Travel is not a 'side hustle', it is a profession." With 29 years of experience, Dack emphasised that proper client care through crises requires deep knowledge that cannot be gained from a brief online course.
Francesca Barone, owner of Elite Cruises, commented that while she had nothing personal against Price or Lloyd, "pop up TAs shouldn't be taken seriously." She insisted there is no easy money in this business, which requires passion, grit, and a determination to provide excellent service even in challenging circumstances.
Another industry veteran, posting as @personal_travel_angel, added their voice, having started in travel back in 1994. They explained that the idea of simply signing up as a quick side hustle does a "massive disservice to the profession." Being a travel agent involves navigating global crises, complex legal protections like ATOL and ABTA, intricate airline ticketing systems, and building supplier relationships—expertise a hobbyist cannot quickly acquire.
The controversy highlights a deep-seated tension between new, flexible business models entering the travel sector and traditional professionals who view their work as a serious, full-time vocation requiring extensive expertise and commitment, especially during times of global uncertainty and disruption.
