Denver isn’t just a great city to live in. It might be the single best city in America to launch a travel agent career right now!
Consider this, as a travel agent you have access to 27 incredible ski destinations, within a drive of some of the most stunning scenery in the world, and reside in a city that attracted an all-time high of 37.6 million domestic tourists, spending a whopping $10.5 billion in 2025. It’s more than a local market for travel services; it’s a force of nature!
But let me point out something that nobody is saying aloud, in 2025, Denver International Airport became the top domestic non-stop connections airport in the entire United States, beating both Chicago O’Hare and Dallas Fort Worth, offering flights to 197 domestic locations and 34 international routes, connecting 19 countries, with new routes to Rome, Dublin, Istanbul, and Tokyo. You’re no longer selling to tourists traveling TO Colorado; they’ll also use Colorado as a starting point! This gives you huge leverage as a travel agent!
After researching dozens of top guides, personal stories, and forums for starting a travel agent business in Denver and Colorado, I realized that the overwhelming majority only provides you with generic tips on how to begin. Sure, this is useful, but where’s the meat? Where’s the specific benefits of being located in Denver, information about commissions, mistakes you should avoid, and other details?
That’s precisely what I’m going to go over in this rocky mountain high guide!
What Does a Travel Agent Do These Days?
Before any of that… let’s address the elephant in the room, most guides will tell you what the job actually entails, but this information tends to get glazed over. Travel Agents (aka Travel Advisors) plan trips and make bookings for their clientele. Sounds easy enough. The truth is you’re also a bunch of other things that most people don’t even consider. Here’s my list of things the current travel agent does these days:
- Concierge – recommending the best hotel options based on your client’s specific needs like needing connecting rooms, pools, and proximity to ski lifts for families of 5
- Logistics Expert – figuring out how to sequence multiple flights, transfers, tours, and hotels in one trip
- Problems Solver – dealing with those 2 a.m. “Our plane was delayed” phone calls while booking last-minute
- Brand Representative – nurturing relationships with clientele and making sure they return year after year
- Business Owner – marketing your business, making sure you receive commission and pay taxes
Most new travel agents start independently through a host agency where you get the perks of being an established travel agent without all of the hassle associated with starting out independently!
Travel agencies aren’t dead. If anything, the industry is thriving post-pandemic and travel demand is higher than ever before! People love going to agents to have experts guide them through all aspects of travel, from river cruises to ocean cruises. Plus, most travel agents don’t charge anything extra to take care of you! It’s nice to be able to share your trip details and let someone else handle all the stuff!
Consider joining us here at Yeti Travel, we offer all the training and the latest tools to help you succeed! We have a high 70/30 commission split, zero booking requirements, and really fun FAM Trips! We pride ourselves on being the easiest travel agency to join!
Is Colorado a Good State to Start a Travel Business?
Absolutely, and here’s why it works perfectly for you in particular!
In Colorado, there aren’t any requirements for licensure for travel agents. There is no mandatory travel agent license, state-mandated certification program, and specific degree needed. Additionally, there won’t be any requirement for you to register as a seller of travel, as compared to the states of California, Florida, Hawaii, and Washington, where it is obligatory if you sell travel services for their residents.
Note that you are protected if your agency holds seller of travel licenses; so, this is one of the key things to consider while joining your host agency.
Denver has no requirement for travel agents to have a license to conduct business there. Just a couple of surrounding cities require you to obtain a license: Lakewood, where you’ll pay $15 for a permit, and Arvada, which offers the license for free! If you are going to conduct your business based in Denver, you will have to get registered with the Colorado Secretary of State and complete annual periodic reporting.
I’ll just add one last tidbit, Colorado has an outdoor recreation industry worth $37 billion. In 2025, Intrepid Travel (one of the world’s best adventure travel companies) moved its North American HQ to Denver because of its adventurous nature, proximity to companies like The North Face and Leave No Trace.
Here’s How to Become a Travel Agent in Denver
I’m going to lay out everything you need to know about becoming a travel advisor in Denver, CO in 6 easy steps! Be sure to take your time and read through each of them carefully, then do some research on your own when it comes to finding the right travel agency to join. This is especially important because your agency can make or break you as an agent!
Step 1: Understand the Role and Decide Your Path
There are a few different ways to get started:
Joining a Host Agency – The most typical option for the beginner agent is to join a host agency, it’s the easiest and quickest path to getting an IATA and becoming a seller of travel! You’ll be obtaining booking software, receive training, and get connections with various suppliers, etc. The agent operates as an independent contractor in this case. Choosing you agency is the most important step as each agency offers different things to help you, including your commission. Read more on that below.
Joining a Travel Agency as an Employee – Some Denver area agencies may have different staff positions available, including travel consultants, training positions, receptionist and more. These are steady paying jobs and require you to work set hours which is the opposite of a travel agent. Keep that in mind when choosing this route. These jobs provide an opportunity for getting started without much risk involved. You can also learn about the travel agency business before becoming an agent yourself.
Opening Your Own Travel Agency – This is the hardest path to follow initially; however, it also offers maximum independence as well as the possibility to earn commissions that are higher compared to other options. It costs a lot of money to start your own agency and keep it running. You also need to rely on others to keep things running the right way and to do their job correctly. Agencies have to pay fees for IATA/CLIA etc each year, which can be costly!
Buying a Travel Franchise Business – Various franchise options exist in this sphere, including Dream Vacations and other organizations providing turnkey solutions with built-in training and brand recognition. These can be super costly and you’ll be paying a percentage of your earnings to the franchiser.
As a rule, it is reasonable for individuals just beginning to become involved in travel sales to start with the first option.
Step 2: Get Your IATA Number (Through a Host Agency)
Acquiring an IATA number through a host agency is probably the most critical component of the travel sales business. It’s an eight-digit number that serves as identification worldwide, it allows you to make reservations in any hotel, amusement parks, car rental company, tour operator, and other travel service supplier, including cruise lines. Your IATA proves that you’re a certified individual authorized to make arrangements on behalf of travelers and collect commissions. Fortunately, you do not need to apply for this number independently (costs more), because, by joining the host agency, you will immediately start using the IATA, provided by your hosting agency!
Once you start generating substantial volume, you might consider acquiring an independent IATA number; otherwise, using the IATA number provided by a hosting agency makes perfect sense as the long-run solution.
Step 3: Choose a Host Agency
This step deserves special attention since this decision influences many issues related to your future career! Here’s some of the things this will affect:
Commission structure: It should be reasonable, i.e., offer at least 80/20 split meaning 80 percent commission for yourself. If the agency provides less than 70 percent, it is not recommended to choose it. Some leading host agencies may provide 90/10 split for agents working within specific volume limitations.
Seller of travel licenses: Make sure that the agency you are planning to work with holds seller of travel licenses in California, Florida, Hawaii, and Washington state. Otherwise, you will not be allowed to arrange bookings for individuals residing in these states.
Training programs: Look for hosting organizations providing a reasonable level of training, such as a structured onboarding process as well as webinars for further development. Moreover, a good agency would allow you to participate in supplier training sessions that are offered by many of them.
Consortium participation: Membership in some travel consortia, e.g., Signature Travel Group and/or Travel Leaders Network, would enable agents to receive negotiated rates and earn additional commissions as well as gain access to various amenity programs that are typically not available to the independent agents.
Fees and other conditions: Many hosting agencies collect monthly or yearly fees from agents. However, it does not mean that you should definitely avoid such organizations if they charge for their services. Consider carefully how beneficial it might be to use services of a hosting agency that collects $10 monthly fee but offers 90/10 commission structure along with consortium membership, which is worth significantly more than being with a totally free hosting agency that pays out 60/40 commission splits only.
Step 4: Get Trained
This is really a matter of choice. You don’t technically need to do any extra training outside of the info your host agency teaches you. However, if you wish to succeed faster in this industry and grow your business faster, you should seriously think about investing more time into training! I’m listing some ways for your to get this done!
Supplier training portals: Each significant cruise line, hotel, and tour operator provides agents with free access to a portal allowing to take various trainings. Completing training courses you will receive additional information on specific products and services; moreover, it may result in your becoming eligible to participate in some advanced programs and earn more.
Destination specialist programs: Various tourism boards (Mexico, Jamaica, Australia, Italy, etc.) offer certificates, allowing you to prove your professionalism and gain credibility among your clients and travel partners.
Certification: Offered by The Travel Institute, this certificate involves passing certain tests, having at least 12 months of experience in the industry. According to the research made recently by The Travel Institute, 81 percent of all CTA graduates claimed they experienced business growth after getting certified. Additionally, 72 percent of these specialists noted that getting certification increased their credibility among clients and suppliers.
Cruise Lines International Association (CLIA): This organization has different levels of certifications – CCC, ACC, MCC, ECC. Furthermore, being a CLIA member, you will have access to special cruise line events called FAM cruise, as well as receiving discounts while booking cruises. You may also become a CLIA certified consultant and gain access to other benefits offered by CLIA.
Global Distribution System (GDS) training: It includes a system that enables finding flights and making reservations. The training is provided by IATA and consists of 60-hour courses offered for both Sabre and Amadeus systems.
Step 5: Set Up Your Business Properly
Although you work as an independent contractor, you still run a business. Some agents choose to setup as an official business, even though it’s not required. Most choose to do this for tax purposes. Here’s some steps you can take to get setup as a travel agent business:
Business registration: It is vital to register your business entity in order to be able to open a corporate account and report your income properly;
Tax-related issues: You have to be aware that all payments will be reported annually, however, quarterly tax estimations will also be required. So, you will have to pay estimated taxes four times a year. It means that all expenses related to your business should be documented.
Error and Omission Insurance (optional): You should know that some hosts provide E&O insurance for all their agents, others do not. It provides protection in case of a possible loss due to your mistake. Make sure and check before joining an agency if they offer E&O. I highly recommend joining one that does!
Step 6: Find Your Niche
As an agent in Denver area, you should definitely pay attention to some specific niches! Denver offers a number of specific travel spots that people are interested in! Agents that choose a niche and get really good at it tend to earn more money!
Ski and Mountaineering Tours: Colorado received 13.8 million skier visits in the 2024-25 season, it was the third time during its history! A large share of international visitors, especially European (51%), visited Colorado mountains last winter.
Adventure Travel: There is no surprise that Intrepid Travel opened its office in Denver. Adventure tours are very popular in this region.
Corporate Travel: Colorado is always among leading areas where incentive travel takes place. Besides, Denver is a major city attracting businesses to arrange business meetings, seminars, or workshops in Colorado.
International Departures from DIA: Denver International Airport connects this area with lots of countries around the world, providing nonstop flights to such places as Rome, Dublin, Istanbul, Tokyo, etc. That means there is definitely a market for helping people arrange complicated international travels!
Honeymoons and Destination Weddings: Colorado mountains are considered one of the most popular venues for holding destination weddings.
Cruise Trips: There are lots of people in Denver who buy cruises to tropical destinations. It is likely that they may appreciate your assistance in booking the trip and saving money on cruise lines.
Denver-Specific Advantages You Should Be Leveraging
Not all guides talk about these specific advantages, but I’ve found they’re important enough to list out. Each state has their own set, but these are for the Denver are specifically. Hopefully they can help with clients and growing your business!
DIA (Denver International Airport) Content: This is a gold mine! It is no longer enough to refer to DIA as just an airport or even a gateway to your destination services; it is actually the main story you will tell. Every year, there are new routes, new airlines, and new international destinations available to Denver travelers. Use this as your opportunity to write blog posts, podcasts, or articles: “DIA just launched its non-stop service to Rome, and here are the types of tourists it would be best-suited for.”
Year-round Business: Tourism in Denver does not drop during any time of year. Instead, 22% Q1, 27% Q2, 28% Q3, and 24% Q4 of visitors came to Denver throughout those quarters of 2025. Not only do you get to provide travel solutions for those who are interested in skiing in the mountains – Denver is popular among music lovers, hikers, and people who like winter cities.
Denver Tourism Program for Travel Professionals: You will need to sign up as a Denver tourism trade professional to become eligible for receiving Visit Denver materials, participating in their training sessions, and getting a direct contact number to call them in case of emergency. This program costs nothing but gets significantly neglected by Denver-based travel agencies.
Intrepid Travel Denver HQ: Now that a global leader in adventure travels has made its way to Denver, you get a chance to establish yourself as an exclusive supplier. Introduce yourself, attend their events, and see if they would be interested in establishing a long-term relationship with you.
Outdoor Economy Network: You have The North Face, you have REI, you have Leave No Trace. There are dozens of outdoors brands headquartered in Denver. All of them employ people who like traveling and going on adventures.
The FAM Trip Advantage
One true bonus of this profession includes the FAM trip! “FAM” stands for Familiarization trip, a type of paid tour that suppliers (hotels, cruise lines, tourism organizations, etc.) organize for travel agents. The point of the trip is that you would be able to sell more if you’ve been to that place (Disney World, Universal Studios, a cruise etc). Which is absolutely true! Being able to recommend restuarants, parades, rides and more really shows your clients you know what you’re talking about. When they have an amazing time on their trip because of your recommendations, they’ll share that with others, including your name!
FAM trips cost either nothing or very little. No, you won’t get a free room in the hotel. But if your customer asks, “Is this resort really nice or just nice on the pictures?”, you’ll be able to say with confidence that you have been there and experienced it. Every agency does FAM Trips differently, some might have you pay the airfare out while your park ticket and hotel are covered. Another might pay for some of your airfare but have you pay for some of the hotel stay. Either way you’re getting to travel to some amazing places for way less than if you were going on your own!
Getting to know your supplier reps is one of the smartest things you can do as a travel agent. They have access to all the deals and discounts, so if you become really close to them they can offer you the best discounts and the highest commission rates! Plus, learning more about the product or travel you’re selling helps you be a better agent. Take advatage of the FAM Trips as often as you can! Here’s some tips to help you do that:
- Access to the FAMs is usually organized by your travel agency, and supplier representatives, so be sure you’re keeping in contact with them and reading their email updates or site posts so you don’t miss them.
- If you are a certified CLIA cruise specialist, you’ll be able to book cruise FAMs, so be sure to do the extra training to get your CLIA membership.
- If you are a destination specialist, tourism organizations will be inviting you to their FAMs. If there’s certain places you really want to go I recommend learning anything and everything you can about that area, including training and certification if its available. You’re more likely to get chosen the more you know about it!
- Don’t think of it as a holiday, you still need to put in the work and attend the supplier classes. If you love what you do it won’t seem like work, right? Plus, during your breaks you can have fun at the parks or on the ship!
- Record everything! FAM trips are marketing materials for you to learn. Take notes on your laptop, on paper, or have a recording device so you don’t miss anything important. Be sure to talk with your reps before or after the class to get to know them better. You want to get on their radar for better access to discounts and commissions.
How Much Do Denver Travel Agents Actually Earn?
Money! That’s one of the main reasons you’re here right? You want to know how much money you can earn as a travel agent to help you decide if it’s worth your time. It’s the first thing I did before I became an agent and it’s the most frequently asked question I get asked by someone interested in joining our agency. It’s almost impossible to give you an exact number because agents earn through commission, which means their income is based on how many trips they book. Here’s some average numbers for the Denver area, but don’t feel like you can’t make more than this. Each source has a different number but you can get a rough estimate from all of them:
ZipRecruiter (June 2026): The annual average pay for a travel agent in Denver is about $44,193, with top salaries reaching up to $64,844.
CareerExplorer (Colorado statewide): Annual salary average of around $46,550, with the highest reaching $77,340.
PayScale (Denver specific): Base annual salary average of around $41,702.
The above amounts average out between salaried travel agents and independent agents earning through commissions. High-performing independent agents, on their part, earn much higher incomes based on experience and having a strong book of business.
As a freelance travel agent, your earnings are based on commissions at the rate of 10-16% of the total amount of the trip. For instance, for a trip valued at $10,000, a commission of $1,000-$1,600 will apply. Splitting with the hosting organization, you will retain $800-$1,280. That’s how almost all your bookings will go, but when you consider the low amount of time it takes to book a trip, it’s definitely worth it. Plus, you get to work from home, make your own hours, and get to travel to some amazing places!
The successful agents do not only make the most number of bookings but also deal in higher-value trips. Luxury safaris, expedition cruises in small ships, and renting luxury villas in Tuscany among other places earn more than budget Caribbean cruises. The high-end travelers make several trips per year.
Building Your Client Base as a Denver Travel Agent
Some of the best advise I can give is that no one is just going to come up and give you their business, not without putting in some work to get your name out there. You need to actively be seeking potential clients. It should be the biggest part of your day, either by making social media posts, talking to neighbors, posting flyers etc.
Leverage your network: Almost every client starts off as an existing connection. Talk to your friends, family members, former coworkers, and neighbors. Don’t say, “Hi, I’m a travel agent.” Say, “I’m a specialist in adventure travel and I help organize skiing trips from Denver.”
Leverage social media strategically: Instagram and Facebook both excel at marketing travel-related services. Make sure the information you provide is detailed and specific. Instead of, “Traveling abroad is awesome,” consider something like, “Here’s how I’ve organized ski vacation accommodations for a couple and their two kids going to Breckenridge next February, and why this specific resort is better than the other three available options.”
Run a VIP Facebook group: A number of high-profile travel agents successfully host private groups on Facebook to connect with current and potential clients.
Create location-specific content: Writing about the “Best Skiing Resorts for Beginners in Denver” or “Planning International Travel from Denver International Airport” attracts organic traffic through local SEO, which is drastically underleveraged by travel agencies right now. If a Denver area resident types “travel agent Denver,” you want to rank at the top. One high ranking article on google can change your business! The more specific and more personal details you have in them, the better.
Get reviews and referrals after every successful transaction: Successful travel agents rely largely on word-of-mouth, which you need to actively foster through asking satisfied clients to refer one person they know and leave a review on Google. Don’t skimp on this one, potential clients need to be reassured that you’ll do the best job possible, they are spending lots of hard earned money afterall.
Develop relationships with local businesses: Think of wedding planners, companies’ HR departments, outdoor clothing stores, local influencers in the Denver area, and so forth. Have flyers or handouts ready to give out to other businesses.
Frequently Asked Questions
Am I required to have a license as a travel agent in Denver, Colorado?
No. A Colorado state travel agent license is not required. Additionally, Denver doesn’t require a travel agency business license. You will need to incorporate your business entity with the Colorado Secretary of State.
Do I need a travel agent degree to become a travel agent?
No. There are no educational requirements to become a travel agent. Your knowledge about travel products, customer service skills, and relationship building abilities are much more important than formal education.
How long will it take me to start earning money as a travel agent?
On average, an independent travel consultant books their first paying customer within a couple of weeks after joining the host agency. However, the payment from suppliers comes after the client travels. Thus, there may be a 6-18 month lag between bookings and the actual income. This should be considered when budgeting your income.
Is it possible to start a side business as a travel agent from Denver while having a different job?
Certainly! In fact, that’s how most consultants start their career. Most host agencies offer no booking quota requirement for the first year. You can start working in part-time mode and later transition to full-time as your customer base expands.
What is a host agency and am I required to use one?
Host agency is a parent agency that enables travel consultants to utilize its credentials to conduct business. Although you can run your own travel agency independently, the vast majority of independent agents choose to operate through a host agency due to convenience and lower costs.
How are travel agents paid?
Travel agents are paid by the supplier based on commissions earned on every sale. The commission percentages vary by supplier ranging from 10% up to 16%. When operating with a host agency, you receive only a percentage of the total commission as per your host agency agreement.
Is it necessary to live close to the ocean in order to sell cruises?
Absolutely not! In fact, some of the most successful travel agents in America selling cruises reside in landlocked states. Your customers can be from anywhere in the world and, even though Denver is landlocked, many of your neighbors likely go on cruises every year.
What is the best niche for my travel agency in Denver?
It’s impossible to make a definitive choice, but some niches are a great fit with your location. For example, skiing, mountain-related travel, adventure travel, and corporate/incentive travel are especially suitable. Start with something you know about and enjoy yourself.
Are service fees a viable way to increase income as a travel agent?
More and more consultants are starting to charge service fees to their clients. It is not only an additional source of revenue independent of the commission but also a compensation for your work. If you plan on charging service fees and receiving payments from clients directly, consult your host agency for requirements in terms of sellers of travel laws in California, Florida, Hawaii, and Washington state.
How can I find a host agency for myself?
One of the biggest and most reputable websites where you can search for host agencies is Host Agency Reviews. In addition to the database of independent host agencies, you can find valuable advice from professionals in the r/travelagents sub-reddit community.
One Last Thing Before You Go
After all this info (I know it’s a lot), here’s what I want to leave you with. There’s a lot going on in Denver now! Tourist numbers are hitting unprecedented heights, DIA became the most-connected domestic airport, Intrepid Travel just opened its first North America office here, adventure tourism is booming, international flights are multiplying and there’s a whole bunch of travelers who don’t work with a travel agent.
What could be your competitive advantage, then? This lack of expertise among tourists and abundance of people willing to learn from it.
Your potential has never been greater! Entering the market has never been easier; technologies and platforms available to agents have never been better; clients are paying more than ever. All you need is your passion and commitment. Your goal is to become indispensable to your clients because their dream vacation can literally change their lives, it can be their long-awaited honeymoon, family gathering after months of separation, or dream adventure planned since they’ve retired.
Your background shouldn’t hold you back from entering the market, and it certainly doesn’t have to be the best. But your attitude towards your profession should be. Start with choosing the right host agency and attending FAM trips and then take your career trip by trip, client by client.
Denver is a great city to live in. It’s a great city to do business in too. Go and get yours!
