WeRoad partnership programme targets Millennial and Gen Z travellers

Open to travel agencies, OTAs and independent agents

Europe’s fastest growing adventure travel company, WeRoad, is inviting travel agents, agencies and OTAs to offer its portfolio of more than 300 curated itineraries to destinations across Europe, Asia, Africa, the Middle East, Oceania, and the Americas.

The call follows the roll out of its global trade partnership programme, which offers agents a timely opportunity to tap into two fast-growing trends: the boom in solo travel and the rise of Millennials and Gen Z booking holidays through travel agents.

A recent American Express report found 76% of this demographic planned a solo trip in 2024, while in the UK, the proportion of 18- to 24-year-olds booking via an agent has nearly doubled in five years, rising from 26% in 2019 to 48% in 2024 (ABTA Holiday Habits report). Across Europe, 34% of millennials prefer to book with an agent.

Commenting on the programme Andrea Lamperini, Chief Operating Officer at WeRoad says: “At WeRoad, our trips are designed to spark friendships and build communities that last long after the journey ends.

“Expanding our partnerships internationally opens the door for more travellers to share those experiences. We’re excited to offer agents and OTAs access to a community-oriented product we’re confident their clients will love, alongside one of the most competitive commission structures in the market.”

Early partnerships with Bluvacanze (Italy), Tourhub (UK) and Arrival Travel (Australia) highlight growing momentum behind the programme.

Active since March 2025, the Bluvacanze partnership serves 300,000 travellers per year across 600 travel agencies. Under these agreements, most customers booking a WeRoad trip also purchase flights and travel insurance, creating additional margin opportunities for agents.

“We’re delighted to partner with WeRoad to bring their distinctive community-based travel experiences to our network,” says Seamus Conlon, CEO at Tourhub. “Their small groups, immersive itineraries, and focus on building connections that turn solo journeys into lasting friendships offer something fresh for the 25-49 age group and solo travellers, making them a strong complement to our portfolio.”

By partnering with WeRoad, Agents can earn extra rewards for every new customer they introduce to WeRoad, alongside ongoing incentives such as sales contests and bonus structures to recognise top performers.

Partners keep 100% of the commission on bundled airfare and travel insurance, maximising earning potential.

Bookings can be made manually or via WeRoad’s API for real-time integrations. Partners also benefit from hands-on training, tailored support, and access to familiarisation (FAM) trips and WeMeets - WeRoad’s series of local events that keep its customers connected in their home cities.