09 Jun 2025by Harry Kemble

Luxury agency Swords Travel is launching a new in-house tour operation to better serve clients and address gaps in the market where existing products “do not meet the high standards expected”.

Harry Kemble

Harry Kemble

Cruise editor

Harry Kemble

Harry Kemble

Cruise editor

Stuart Swords, Laura Hill and Mark Swords, Swords Travel, June 2025

Stuart (left) and Mark Swords (right) with new general manager Laura Hill outside the agency’s Wimbledon store (Credit: Swords Travel)

Co-founders Mark and Stuart Swords said the launch of Signature by Swords marked a “significant milestone” for the business, “enabling it to deliver even greater flexibility, personalisation and value to clients and partners”.

 

However, the Wimbledon-based company stressed it remains firmly committed to its strong relationships with external tour operators and partners.  Around 80% of the company’s business continues to come through partner collaborations, they said, adding these would remain “integral” to the agency’s success.

 

“This development is about more than just packaging holidays,” said Mark Swords, co-founder at Swords Travel. “It’s about building smarter, more personalised journeys and equipping our team with the tools to deliver exceptional products and service.”

Swords Travel said Signature by Swords would strengthen its ability to support its affiliate network, which includes Tailoring Travel, Hot Chilli Travel, Tiny Travel Ship and the in-house Swords Associate team. “Affiliates will benefit from enhanced support and expanded selling opportunities,” Swords Travel added.

 

The launch follows a busy period of growth for Swords Travel. Over the past 18 months, the company has expanded its operations and recently welcomed five team members to its Wimbledon store, including a new general manager.

 

Swords Travel confirmed it would focus on training destination specialists in its team to lead on specific regions, “allowing them to work closely with trusted Destination Management Company partners and leverage direct hotel contracts”. 

 

“This approach ensures clients receive industry-leading advice and insight, while also supporting the company’s goal of improving commercial margins,” it added.



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