In an industry built on shared journeys, none of us succeeds alone. The travel trade thrives when knowledge flows freely, when suppliers lift agents, when operators champion their partners, and when we choose ours over mine.
That belief sits at the centre of Wetu’s purpose, and it’s what drives luxury travel brand expert Lindsy Terry, co-founder of Torch, whose entire career has been shaped by the generosity, mentorship, and shared wisdom.
Lindsy works with some of Africa’s most admired luxury travel and hospitality brands. Her philosophy is simple: collaboration is the continent’s strongest competitive advantage – the fastest route to visibility, trust, and shared prosperity.
And the best part? It doesn’t require big budgets or complex agreements. It starts with five small, human actions you can take today.
5 practical ways to work better together
1. Build micro-communities and niche alliances 👥
Some of the strongest collaboration in African travel happens in small, trusted circles that move quickly and share openly. These micro-networks keep the ecosystem healthy and allow insights to flow where they’re needed most.
Create or join a WhatsApp group with trusted peers
Meet regularly to share trends and troubleshoot quotes
Build a safe, neutral space where honesty is the norm
Form micro-circles with suppliers, DMCs, and agents
Keep groups small, fast-moving, and high-trust
2. Refer intentionally 🔄
Referrals are one of the purest forms of collaboration. They protect the client experience, strengthen your brand, and uplift the right partner.
“If a client isn’t right for you, redirect them… Give it to someone who will better serve them.”
Build a shortlist of partners you trust
Refer misaligned enquiries rather than forcing the fit
Tell clients why you’re referring them to build credibility
Follow up with your partner after the handover
Think of referrals as part of your brand strategy
3. Co-create content 🎥
Content collaboration amplifies both brands and makes the trade’s job easier.
Film short reels together during inspections or fam trips
Share guest stories that involve multiple partners
Tell clients why you’re referring them to build credibility
Publish “How we work together” posts to build trust
Align messaging to help the trade sell your product
4. Share honest, unpolished data 📊
Honesty creates resilience. “Give real and vulnerable and useful numbers. Being honest is how we make better decisions collectively.”
Share accurate trends and occupancy data in trusted circles
Flag payment risks or problematic agents early
Ask partners for their honest view too
Use shared intel to align strategy and pricing
Swap “everything’s great!” for actionable truth
5. Do things together (literally) 🚗
One of the most powerful forms of collaboration is physical – showing up together at sales calls, presentations, or roadshows.
Lindsy has shared trips, training sessions, and meetings with peers for years.
“It’s so much better than doing everything on your own.”
Co-host sales calls or virtual agent training
Plan joint roadshows or fam trip schedules
Share transport, meeting space, or trade show costs
Create unified briefing docs for consistent messaging
Turn every trip into a collaboration opportunity
A final word: start small, start human
If there’s one message Lindsy leaves us with, it’s this: start.
Collaboration doesn’t need a formal agreement or an ROI spreadsheet. It begins with a phone call, an idea shared openly, or a moment of honesty — tiny acts that build trust and momentum. When we reach out instead of retreat, and share instead of guard, we tap into the collective strength that helps Africa grow its share of global tourism, together.
Watch the full webinar recording
If you’d like to dive deeper into Lindsy’s insights, from the stories behind Africa’s strongest trade communities to the practical steps you can take today, you can watch the full webinar recording here:
About Lindsy Terry
Lindsy Terry is the co-founder of Torch, a consultancy and representation business supporting some of Africa’s most inspiring luxury travel and hospitality brands. With projects across Southern and East Africa, Europe, and the US, Lindsy specialises in brand strategy, sales development, and trade relationships.
With a background in sales and marketing, she is known for her honesty, generosity, and her belief that collaboration is the industry’s most powerful lever for growth.
