Jun 10, 202508:09 GMTby Isobel Turner
London agency Swords Travel has unveiled an in-house tour operation to “deliver even greater flexibility, personalisation and value to clients and partners”.
Signature by Swords will allow the agency to “address market gaps where existing products do not meet the high standards expected”.
The launch will also help the company better support its affiliate network, including agencies such as Tailoring Travel, Hot Chilli Travel and Tiny Travel Ship. It will also benefit the in-house Swords team, offering bespoke and exclusive product options, as well as enhanced support and expanded selling opportunities.
Mark Swords, co-founder of Swords Travel, said: “This development is about more than just packaging holidays. It’s about building smarter, more personalised journeys and equipping our team with the tools to deliver exceptional products and service.”
The agency said the introduction of Signature by Swords is designed to “complement, not replace” existing connections with external tour operators and partners, and that the Swords team “remains firmly committed to preserving [these] strong relationships”.
Approximately 80% of the company’s business comes through partner collaborations, and these will remain “integral” to its success.
The agency also plans to train destination specialists within its team to lead on specific regions, work closely with DMC partners and leverage direct hotel contracts.
The launch follows a period of significant growth for Swords Travel, which has seen five new members join the team at its Wimbledon store over the past 18 months, including Laura Hill, the agency’s newly appointed general manager.
