FRONTLINE
from Advantage Travel Partnership, so we chatted about what I wanted to do and she suggested a franchise. I became an Advantage Managed Services (AMS) member in the second half of 2019 and then a Travel Specialists member during Covid. I stayed with Advantage for six years before switching to become a Travel Trust Association member in December last year.
Q. How do you find new customers? I work from my home in north Hampshire, but none of my clients are local. I’ve found that they can be from anywhere. Our demographic is either 55-plus retired or nearly retired who are looking to do a big, once-in-a lifetime trip, or middle professionals who are cash-rich and time-poor and want a one-stop-shop to handle their request – we then fill it with a dream and make memories for them.
Q. What sets your agency apart? I love doing adventure travel and complex itineraries. Our clients sit somewhere between being customers and friends. We focus on being personal when we look after them, not just providing what they want, but little extras.
JANE MIDDLETON
The Authentic Travel Company founder tells Ella Sagar about her passion for selling
adventure travel and why Antarctica is her favourite destination
Q. What made you get into travel? Before setting up my business, I worked as chief financial officer for an American defence company and chairman of Airlines UK. I realised I wanted to work in travel while on a trip with G Adventures in Jordan; I was walking along the banks of the Jordan River and had an epiphany moment. I wanted to do something I was passionate about, that I understood from a personal point of view, and something where I could work from anywhere and continue to learn.
Q. How did you decide which consortium to go with?
I based some of my decision around analysis on which consortia might fit better and the fees involved, but going out to meet everyone was most influential. Some consortia would not let me use the name The Authentic Travel Company or set up without travel experience. Luckily, in my previous role I’d met Julia [Lo Bue-Said]
24 23 APRIL 2026
Q. What was your experience like during the Covid pandemic? I made myself go into ‘the office’ at the back of the house every day. I had the chance to do a lot of learning in that time through Clia, operators and tourist boards. I went into the pandemic not interested in cruise and came out as one of their Cruise Masters. I learnt that when you help a client, they will stick with you. I had one customer who made her first booking with me and had not got her Covid test results back the night before her flight. I had to ring the test company at 11.30pm and, miraculously, a salesperson picked up and sent her the results within 10 minutes. I owe [his quick response] for so much business – she has travelled with me five times a year ever since.
Q. What advice would you give to agents wanting to start their own business? The more you’ve experienced, the more stories you will have to tell to help you sell. It’s worth asking operators and cruise lines how you can experience what they offer. Last year, I went to Svalbard with Clia and saw six expedition ships over three days. It was an invaluable experience. I also assumed when I came into travel that clients would ring me up with set destination and dates, but that is not the case for most of my sales. I keep a spreadsheet of my clients and of every conversation we have – I add notes about their dream trips, so if I see anything that fits the bill, I can send them a note.
Q. What are your goals for your agency? I would really love for adventure and expedition to make up 75% of my business, with a healthy portion of luxury cruising and land travel on the side. I would rather we had fewer customers but higher-value bookings.
travelweekly.co.uk
WHAT ARE YOUR TIPS FOR SELLING EXPEDITION CRUISES?
People buy the stories – the biggest thing is the emotion.
You need to convey to clients how they’re going to feel on that ice cap, or in the Galápagos looking at sea lions. Agents need to be confident giving clients a vision. My favourite place is Antarctica, and I could talk about it forever. It was my first expedition and since
then I’ve been to Svalbard, Greenland, Iceland, the UK, France, Canada and Alaska. I’ve sold Antarctica because of the stories I‘ve told people who had never thought about going there but then wanted to go because of my passion when speaking about the
experiences I’d had. People going on an Antarctica
expedition tend to worry more about the Drake Passage than what they are going to do when they get there or what they need to pack, so having multiple calls ahead of their departure to reassure them is crucial. I love doing talks on the polar regions and started a podcast with my friend and explorer Sue Stockdale to talk even more about expedition cruising.
Jane in Antarctica
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