TORONTO — Instead of following a one-size-fits-all growth model, Denise Luciani is building something far more personal at Marlin Travel Brantford.

The long-time agency owner is leaning into the entrepreneurial spirit of today’s professionals, growing her bricks-and-mortar business through a carefully supported team of Independent Contractors (ICs) she calls her ‘Travel Entrepreneurs’ – a hybrid model rooted in flexibility, mentorship and the belief that successful advisors need more than just a booking platform to thrive. Today, that team includes 21 ICs, most based in Ontario with one working remotely from Nova Scotia.

“The IC model is gaining popularity because it aligns with how people want to work today,” Luciani tells Travelweek. “Many professionals are seeking flexibility, the ability to work from anywhere, and a chance to build a career around something they’re passionate about.”

Denise Luciani

While IC programs are not new to the industry, Luciani is quick to point out that her Travel Entrepreneur team differs from more traditional setups, particularly for those just entering travel.

“We offer customized training and support. Everyone on the team has access to guidance, development opportunities and marketing support, so they have the tools and resources they need to confidently build and grow a successful travel business,” she says. 

WHO CAN JOIN THE TEAM

While flexibility is central to the model, Luciani says there are clear requirements to join the Travel Entrepreneur team.

“The first and most important requirement is being TICO certified, as this is essential for legally and professionally selling travel,” she says. “Beyond certification, we look for individuals with a strong interest in travel, a client-focused mindset, and the drive to grow their own business.”

She adds that attitude and motivation often matter as much as experience, particularly in a model built around long-term growth.

THE VALUE OF ICs

From a business standpoint, Luciani credits her ICs with driving growth while also shaping agency culture. 

“Independent Contractors bring fresh ideas and excitement to our agency,” she says. “They fuel business growth while creating a positive, collaborative culture where like-minded people are inspired to share ideas and bring travel dreams to life.”

That collaboration is intentional, she adds, extending across both remote ICs and full-time in-office staff.

“Our ICs and in-office team work in a highly complementary way. We collaborate closely by sharing content, promoting one another, and supporting each other as needed, creating a positive, team-focused environment built on collaboration rather than competition,” says Luciani.

A SUPPORTIVE FRAMEWORK

According to Luciani, strong support systems are essential to making an IC model sustainable. At Marlin Travel Brantford, for example, that support extends beyond technology to include hands-on leadership.

Denise Luciani (left) and Julie Curcio Birch

“Our agency provides a strong support system to help Independent Contractors build and grow their businesses under the Marlin Travel umbrella,” she says. “Alongside me, Julie Curcio-Birch, our Director of Sales and Development, and Hailey Luciani, our Director of Marketing and Executive Coordinator, work closely with our team to provide guidance, training, marketing support and access to the tools and resources needed for success.”

This leadership team, she adds, plays a key role in training and mentorship, both of which are often cited as challenges when agencies consider an IC model. However, Luciani says her approach is intentionally hands-on.

“Between Julie and myself, we offer 66 years of combined travel industry experience, allowing us to provide practical, personalized guidance to help each Travel Entrepreneur refine their niche and build long-term business,” she says.

THE POWER OF PERSONALIZED ROADMAPS

Central to Luciani’s philosophy is the idea that no two advisors should follow the same path.

“Personalized roadmaps matter because every advisor has unique goals and strengths,” she says. “Custom support helps them grow with confidence, stay motivated and build a business that fits their lifestyle and vision.”

Roadmaps are tailored based on experience level, goals and personal circumstances. For instance, a new advisor may focus on foundational training and one niche, while a more experience agent will have a roadmap that centres on scaling, marketing and group travel. Weekly check-ins and bite-sized learning goals help keep advisors engaged and accountable.

WHY INTEREST IN TRAVEL IS SURGING AGAIN

Luciani credits social media with fuelling renewed interest in travel careers, particularly among new-to-industry advisors. 

“Social media today is incredible for bringing the world of travel to life, inspiring people to dream bigger and explore more,” she says. “It’s empowering a new generation of agents to turn their passion into a thriving business, sharing unforgettable experiences and creating a career full of freedom, creativity and possibility.”

Denise Luciani (front row, second from left) with her in-office and Travel Entrepreneur teams

LOOKING AHEAD

As she looks to the future, Luciani sees the Travel Entrepreneur community playing a growing role not just within her agency but across the industry.

“My vision for the Travel Entrepreneur community is to build a network of confident, empowered agents who are supported and encouraged to grow their businesses,” she says. “I see this community shaping the future of our agency and the travel industry by fostering collaboration, creativity and excellence.”

For Luciani, the goal is simple but ambitious: to show what’s possible when entrepreneurial drive is paired with a strong foundation in travel expertise and a culture built on support rather than competition.

Lead image caption: Denise Luciani (back row, centre) with members of her in-office and Travel Entrepreneurs teams