About Jamie

At the heart of Jamie Wake Travel is, unsurprisingly, Jamie Wake — but this isn’t your typical “business owner” bio. Jamie’s story is one of resilience, reinvention, and refusing to follow the crowd. It’s a journey that’s shaped every part of the travel brands he’s created, including The Independent Travel Consultants, Wide Awake Holidays, and Awake & Wander Luxury Travel.

Jamie’s background spans customer service, hospitality, the arts, and community engagement. He’s not a travel agent who fell into business — he’s a people person who found a better way to help others see the world. Redundancy was a turning point, not a setback. It gave Jamie the chance to ask: What if we built something better? Something that truly supported people like me — people who want more than just a job?

That’s how Independent Travel Consultants came to life. Jamie didn’t want to recreate the typical travel homeworking model. He wanted to tear it up and do something new. No recruitment-first structures. No hard sales culture. No bloated joining fees. Just an honest, human approach to helping everyday people turn their love of travel into a business they could be proud of.

He’s walked the same path many of his consultants are now on — starting from scratch, juggling ambition with self-doubt, and learning how to navigate the travel industry from the inside out. And that’s exactly why he puts people first. Jamie doesn’t believe in hierarchies. He believes in community. That’s why Independent Travel Consultants is intentionally small enough to care, yet big enough to compete — giving each consultant the attention, tools, and flexibility they deserve.

You won’t find Jamie hiding behind a glossy brochure or automated emails. You’ll find him checking in with consultants, building supplier relationships, supporting Pride events through Club F.O.D Cymru, and ensuring that every part of the Jamie Wake Travel family reflects his values: honesty, inclusion, creativity, and empowerment.

For Jamie, travel isn’t just about bookings. It’s about building a business that works around your life — not the other way around. It’s about lifting people up, whether they’re new to the industry or returning after a break. It’s about creating a culture where passion, not pressure, drives results.

If you’re looking for a founder who leads with heart and breaks the mould, you’ve just found him.