Adventure travel company WeRoad has inked a partnership with Travel Counsellors.
The collaboration gives more than 2,200 Travel Counsellors access to WeRoad’s portfolio of 150-plus curated small-group trips across Europe, Asia, Africa, Oceania, and the Americas.
All are designed for solo travellers.
Solo travel searches were up 35% year-on-year in April 2024 (Mintel), and the search term “solo travel” reached a record high in July 2025, according to Google data reported by The Washington Post.
In the UK alone, 28% of overnight trips in 2024 were made by solo travellers (GB Tourist 2024 report), while 34% of people globally plan to take a solo journey by the end of 2025 (Hilton’s 2025 travel trends report).
The collaboration comes three months after WeRoad launched its new global trade partnership programme and marks an important step in the company’s expansion in the UK.
It has achieved 50% year-on-year growth in the UK.
The programme enables travel agencies, OTAs, and independent advisors to offer WeRoad’s curated itineraries, supported by a competitive commission structure, dedicated training, and rewards for new customer acquisition.
Agents can also benefit from ongoing incentives, including sales contests and bonus schemes.
Travel Counsellors joins the company’s network of trade partners across Italy, Spain, and English-speaking markets.
Additionally, WeRoad is investing in technology to streamline integration with partners, with the goal of making trade a key growth driver.
It projects the travel trade can generate up to 25% of total bookings in the coming years.
Clarissa Cappelletti, WeRoad’s UK Regional Manager, said: “Partnering with Travel Counsellors is an exciting opportunity. Their network of trusted travel experts understands that today’s travellers are looking for something more meaningful than a traditional holiday.”.
Carol Hooley, Retail Partner Manager at Travel Counsellors added: “We’re delighted to partner with WeRoad which gives our Travel Counsellors access to a fresh and fast-growing adventure travel offering.”
WeRoad has a customer base of over 300,000 travellers and generated €100 million in revenue in 2024.
It launched in Italy in 2017 and also operates in Spain, the UK, France and Germany.
