EasyJet holidays targets growth through home-based agents

EasyJet holidays is to increase its focus on home-based agents this year as it looks to make further inroads in its “fastest-growing” distribution channel.

The operator hosted more than 90 homeworkers at its office in Luton last week as it outlined improvements to its trade-facing services.

Natasha Marson, head of trade distribution, told Travel Weekly that pursuing an effective homeworker strategy was one of her key goals for this year.

“I don’t think any other supplier trade team or tour operator has really capitalised on the opportunity with homeworkers,” she said, adding: “It’s a bit of an untapped arena.”

Last week’s event marked the second year in a row that easyJet holidays has hosted homeworkers at its office during peaks, with the invitation list nearly doubling for the second edition.

“We’ve got a plan on how we want to engage with this audience and how we want to nurture them and support them,” said Marson.

“It starts now – from peaks – as we want to strongly support homeworking businesses.”

Agents attending the Luton event were given presentations on the operator’s recently added live chat function, a self-service option for amending certain booking details and a group booking facility enabling up to 16 people to be included on a single booking.

In the summer, the operator intends to host about 300 agents for its largest homeworker event since the brand launched in late 2019. 

In addition to the support for homeworkers, Marson said easyJet holidays would also continue backing high street agencies, with total trade bookings representing 23% of sales so far this peaks.

“It’s great – I couldn’t be prouder,” she said, noting the share typically fluctuates between 20%-25% throughout the year.

“There are lots of new shop openings where business owners require some support to get started,” she added.

“We want to look at meeting their requirements. I’m really keen to tailor to the business owner and their demographic.”