Katie Price has officially closed her new travel business just two weeks after launching, following criticism from travel professionals.
The controversy arose when Price, alongside TV personality Danielle Lloyd, 42, launched an Instagram account under the brand Travel Smarter Group. The platform promoted recruitment sessions for InteleTravel agents, highlighting flexible work, travel opportunities, and additional income potential.
Travel industry experts quickly voiced their concerns. Lisa Henning, CEO of Inspire Europe, described the recruitment initiative as “a step too far” amid ongoing sector challenges. Henning specifically criticized the timing of Price’s promotion, suggesting it was insensitive to current market pressures.
Following widespread criticism, the Instagram account for Travel Smarter Group was deleted. Price’s personal assistant clarified that Price had never personally booked travel. Instead, she used the platform to assist others in becoming independent travel agents, whether part-time or full-time.
Danielle Lloyd, working as an independent travel agent for InteleTravel, had actively promoted the collaboration with Price. Together, they aimed to attract prospective agents to the program. However, the initiative’s short lifespan indicates the difficulties public figures face when entering highly regulated or competitive industries.
The episode underscores the challenges within the travel sector. Recruitment ventures must balance promotion with sensitivity to market conditions and public perception. While Price’s intentions focused on supporting independent agents, the backlash illustrates how celebrity endorsements can attract scrutiny when industry realities are overlooked.
Travel industry commentators have noted that platforms like Instagram can effectively reach potential agents. However, they also highlight the importance of timing, messaging, and transparency in any recruitment campaign. Missteps can quickly lead to reputational damage, as evidenced by the rapid closure of Travel Smarter Group.
Although Price’s business experiment was brief, it demonstrates the intersection of celebrity influence and the professional standards expected in the travel industry. Meanwhile, Danielle Lloyd continues her work independently as an agent, unaffected by the closure of the collaborative project.
In conclusion, Katie Price’s Travel Smarter Group closure reflects both the opportunities and pitfalls of celebrity-led ventures in sensitive sectors. Industry feedback, careful planning, and clear communication remain crucial to sustaining any new initiative, particularly in travel services.
