ITTN’s Sharon Jordan sat down with Dave Green, Director of Business Development at JTA Travel Group, to talk about the UK company’s entry into the Irish market and what it has planned…
1. Why is now the right time for JTA Travel to expand into the Irish market, and what makes Ireland strategically important for the business?
Ireland is a mature, resilient travel market with a strong independent agency culture – something that aligns very closely with JTA’s DNA. Over recent years, Irish agents have demonstrated professionalism, adaptability, and a clear focus on service-led selling, even through some of the most challenging trading conditions the industry has faced.
It’s something that we were thinking seriously about for a few years now and from a strategic perspective, it feels right. Ireland represents a natural move rather than a leap into unfamiliar territory. There is strong overlap in supplier relationships, product demand, and customer travel patterns, but also enough market distinction to justify a tailored, locally informed approach. Importantly, we believe the timing is right because agents are increasingly seeking partners who are stable, transparent, and genuinely trade-focused – not just transactional.
2. How does the Irish travel trade differ from the UK, and what have you learned so far about the needs of Irish travel agents and their customers?
While there are many similarities, the Irish market has its own character. Irish travel agents tend to operate with very close customer relationships and place significant emphasis on trust, reputation, and long-term partnerships. There is often less tolerance for complexity or ambiguity, particularly around booking processes, commercial terms, and financial protection.
That understanding has been reinforced by our decision to appoint a Country Manager who is based in Ireland, we are so pleased that Katie Nolan has decided to join us and share her extensive Irish Travel industry experience, and her first-hand knowledge of what it is like to be an independent agent at the sharp end of the business. That perspective has been invaluable in shaping our approach – ensuring that what we build is practical, relevant, and grounded in the realities of the Irish market.
Irish consumers, in turn, are knowledgeable travellers who expect high standards of service and reassurance, especially when travelling long-haul or booking higher-value holidays.
3. Which products and services will be at the heart of JTA’s Irish offering, and where do you believe you can add the most value compared with existing suppliers?
Our Irish offering will focus on JTA’s core strengths: packaged holidays, tailor-made travel, cruise, and specialist long-haul product, supported by strong hotel, airline, and destination partnerships. We are not entering the market to replicate what already exists, but to complement it.
Where we believe we add most value is in how product is supported – commercially, operationally, and through service. Having experienced, locally based leadership, backed by the depth of expertise within JTA, allows us to adapt quickly and ensure our proposition genuinely works for Irish agents.
Myself, Dave Green, Louise Winter, and the wider senior leadership team in the UK will be on hand to support, guide and facilitate, sharing experience, insight and resources where helpful, while respecting that success in Ireland must be shaped locally rather than directed remotely.
4. Partnerships are crucial in a new market – how are you working with Irish travel agents and suppliers to build trust and momentum from day one?
We are taking a relationship-first approach. That means listening before acting, engaging directly with agents, and being transparent about our plans, processes, and expectations. Trust is built through consistency, not scale.
A key part of this is ensuring Irish agents have a central, local operational point of contact who understands their challenges and can advocate on their behalf internally. Our Country Manager plays a critical role here, acting as a bridge between the Irish trade, our suppliers, and the wider JTA organisation, supported by senior leadership who are accessible and engaged rather than distant.
5. What level of local presence and support can Irish agents expect from JTA as the business scales in Ireland?
Local presence is essential. From day one, Irish agents can expect dedicated, Ireland-based support with clear points of contact and direct access to the wider teams and key decision-makers within the business.
In the coming weeks and months, we also plan to build out an experienced Irish team, based in Ireland, to ensure service levels remain high as demand grows. That team will be supported by the wider JTA leadership group, whose role is to enable growth, remove barriers and share best practice, while allowing the Irish operation the autonomy it needs to succeed.
6. Travel protection is a major issue for agents and consumers alike – how is JTA ensuring bookings made in Ireland are fully protected, and how will you clearly communicate this to the market?
Financial protection is non-negotiable. JTA is committed to operating fully in line with Irish regulatory requirements, including appropriate licensing and bonding arrangements, so that both agents and consumers can book with complete confidence.
We are equally focused on clarity. Protection arrangements will be communicated clearly and consistently through our local team, supported by senior management where needed, ensuring agents fully understand how bookings are covered and can explain this confidently to their customers.
7. How is technology supporting your expansion – whether through booking platforms, agent tools, training or data – and how will this benefit Irish partners?
Technology supports efficiency, but it must be underpinned by people. Our systems are designed to make it easier for agents to do business with us – from streamlined booking platforms to clear documentation and accessible training.
For Irish partners, the benefit is a combination of robust technology and local, knowledgeable support, backed by an experienced leadership team who understand both the operational detail and the wider commercial landscape. Tools that reduce friction, and allow agents to improve their earnings and rewards, supported by people who are accessible and invested in the market, allow agents to focus on delivering great customer experiences.
Looking ahead, what would success in Ireland look like for JTA Travel over the next three to five years?
Success in Ireland would mean being regarded as a trusted, dependable partner by the Irish travel trade – not necessarily the largest, but one of the most respected.
It would involve building a strong, experienced Irish team, maintaining high service standards, and developing long-term relationships with agents and suppliers alike. With the Irish operation led locally and supported by the wider JTA leadership, success will be measured by sustainability, credibility and the strength of the partnerships we build over time.
