Luxury travel agency 360 Private Travel is aiming to build a community of 12 high-calibre advisors in Australia in the next few years, as part of its expanding international footprint — but Founder & CEO James Turner insists this is not about scale, it’s about community, culture, and connection.

Following its recent launch in the Australian market, the UK-founded company is now actively recruiting locally with its efforts to be led by newly appointed Australia GM Leah Greengarten. But Turner made it clear that the drive is selective, with 360 targeting only those who align with its values and approach.

“We’re not building a network in the traditional sense,” he told LATTE. “This is about creating a tight-knit community of professionals who share our ethos and want something different in the market.”

According to Turner, the 360 ethos centres on two things: comprehensive support for independent advisors and a strong cultural identity shaped by the company’s origins as a family-owned, founder-led business.

“We’re cool, not corporate,” he said. “We don’t want 1,000 agents. We want the right people – people who understand how we work, embrace collaboration, and want to grow something together.”

Advisors in the 360 network are referred to as “partners” – a deliberate choice of words that reflects the company’s flat structure and hands-on support model. “You can pick up the phone and call me directly,” Turner said. “There’s no big hierarchy. It’s personal. That’s how we’ve always worked.”

360 launched in the UK in 2012 and has since expanded into Hong Kong and Europe, with Australia representing its latest strategic move. But, unlike fast-scaling agency groups, Turner stressed that 360 takes a deliberate, market-by-market approach, choosing locations where the team can build meaningful local presence and connections.

In selecting the Australian GM, Greengarten stood out to the leadership team for her energy, initiative and people-first mindset. “She’s incredibly proactive, the kind of person who brings people together,” he said. “That’s exactly what we need in this phase of growth.”

Turner also expects the company’s proprietary technology platform, built in-house and constantly refined since its inception, to be a big drawcard for advisors. From quotes and bookings to payments and commission management, the platform is tailored to simplify an advisor’s workflow.

“It’s a huge differentiator,” he said. “Because we own and build everything ourselves, we can respond quickly to what our partners need.”

The company has also recently introduced a client membership model, sourcing and referring clients directly to its advisors — a move designed to further support its community with high-quality leads.

While compliance and remote working present familiar challenges for global travel businesses, Turner believes 360 is well-positioned thanks to its early adoption of flexible work practices and its experience in regulated markets like the UK and Hong Kong.

With plans for further international growth – including a Dubai office opening this quarter – 360 remains committed to its original formula. “We’ve always been focused, and we still are,” Turner said. “We’re about luxury travel, remote working, and community. That’s it. And we want to keep doing it exceptionally well.”