Not Just Travel targets retail options for homeworkers

Homeworking agents are being given the option of opening a physical presence on the high street or garden centres in a new Not Just Travel retail strategy

The initiative comes as the group seeks to capture a bigger share of the UK’s £29.4 billion travel retail market.

Not Just Travel is setting up a dedicated retail team to support consultants, from securing premises to operating under separate Abta arrangements suited to a retail setting.

The new strategy is in response to consultant demand, with a growing number of its network wanting a face to face option alongside their existing homeworking business.

The move is based on the growing number of consultants who have opened profitable retail stores.

Husband-and-wife teams James and Natasha Oliphant and Rachael and Colman Coyne both opened retail units November 2024 and have since experienced a sharp uptick in business.

The company points to industry data showing that customers who book through a physical store tend to spend more than those booking online or over the phone, with 36% of shop visitors travelling with a complex, multi-element trip enquiry, which also results in higher conversion figures.

Consultants taking up the retail option will be supported to secure their own Abta branch, operate under separate commercial relationships suited to a retail model, and receive dedicated business development support alongside additional marketing help.

Not Just Travel will also co-fund signage and branding within the retail store itself.

Group co-founder Steve Witt said: "Retail is a completely different conversation to homeworking.

“When someone walks into a shop, they have already made a decision to talk to you, and that changes the whole dynamic of the sale.

“This is about giving consultants another lucrative route to meet new clients, not asking them to give up what they already do well."

He described the retail sector as remaining a significant opportunity despite the continued growth of homeworking and online travel sales, pointing to the value customers place on an in-person relationship for more complex bookings.

Witt added: "We have had several consultants ask open retail options and experience phenomenal success.

“We wanted to get the model right before we launched our retail strategy. Now we can support a wider range of consultants with their own Abta branch, a dedicated team behind them and help with the cost of getting a store looking right. It is a serious investment from us, but the retail figures make a strong case for it."