Homeworking Guide: Carving out a niche as a travel homeworker

Becoming a specialist in a particular holiday sector is a chance to build a business you can be proud of, finds Juliet Dennis

Becoming a specialist homeworker requires one key attribute above all others – passion. Whether it’s cruise, honeymoons, ski or luxury, there is little point carving out a niche without feeling a sense of excitement and enthusiasm about it.

Paula Nuttall, managing director at The Holiday Village, says: “You have to have a passion for what you are focusing on or the destination.”

As well as loving their specialist area, homeworkers need “exceptional customer service skills” while the rest is down to “building their knowledge”, says Jayne Marlor, head of recruitment, training and customer service for Designer Travel.

Build your knowledge

To become a true specialist is not easy, it takes time and research. Marlor says: “To succeed, agents need to build relationships with key contacts and suppliers, spend time researching and use different mediums to advertise their specialism, whether this be networking groups, social media or events.”

Nuttall urges homeworkers to put the time in to learn. “Spend time on webinars, put calls in to niche operators, and ensure you have marketing collateral to secure bookings,” she says. Homeworkers can get support and advice from their consortium and use those contacts to tap into existing supplier relationships through meetings or online training, which will in turn help them become more confident.

“Knowledge is key,” says Colin Martin-Weekes, franchise manager at GoCruise & Travel. The group’s relationships with cruise lines and tour operators help franchisees to understand and promote products, he says, adding: “This certainly helps to build confidence.”

Fam trips are one of the easiest ways to garner extra product knowledge, and first-hand experience will also help build a bond of trust with clients.

Sheena Whittle, head of The Personal Travel Agents, says: “Do the training, go on fam trips. You can be a specialist without travelling to the destination but the customer expectation is that you have been there.”

Reap the benefits

Once a homeworker can show expertise, carving out a niche will bring its rewards.

Chris Pyne, franchise development manager at DialAFlight Concierge, says: “Specialist bookings may be more work but they can be hugely rewarding.”

Customers will recommend homeworkers who prove their worth, says Martin-Weekes: “Your clients will trust your knowledge, and no doubt give that personal recommendation to their friends and family.”

Specialist bookings may be more work but they can be hugely rewarding

Simplexity Travel head of business development Mark Smith adds: “Specialist bookings reap rewards and not just financial ones. We work with a number of top-flight football clubs which can involve complex scenarios. Our staff are routinely invited on fam trips, which further enables them to hone their knowledge.”

Being a successful specialist can be satisfying on a personal level too. Marlor says: “To be an expert is fulfilling, rewarding and definitely worth the effort.”

Suzanne Asbury, Personal travel expert, Designer Travel

Q. What attracted you to selling honeymoons?
A. Honeymoons are special trips that deserve the very best attention and expertise. Around 60% of my sales are for honeymoon couples.

Q. Did you start off selling all holidays?
A. Yes, and even after 11 years at Designer Travel, I don’t just specialise in honeymoons. It took three years or so to become an expert and I get super-excited when working on an enquiry!

Whatever you enjoy doing most should be what you specialise in

Q. What are the benefits?
A. A specialism makes you stand out from the crowd and gives you increased confidence when working on an enquiry. Couples will spend more than they would on a ‘normal’ holiday and pass on my details to friends. The icing on the cake is when you hear from a couple years later and they ask you to arrange their first family holiday.

Q. How should a new agent choose their specialism?
A. Look at your interests, hobbies and what kind of holidays you enjoy working on. Whatever you enjoy doing most should be what you specialise in.

Q. Any advice?
A. Read as much as you can about the area you want to specialise in, talk to specialist operators and make contacts. Research online, look at social media trends and attend relevant shows.

Maxine Smile, Travel and cruise specialist, GoCruise & Travel

Q. Why do you specialise in cruise?
A. Because I absolutely love cruising. My love of cruise started at the age of 19; it really knocked my socks off and still to this day has the same effect.

Q. How long have you been a specialist?
A. I purchased the franchise in January 2019 and have always sold a mixture of both cruise and land travel.

Cruise fam trips are fabulous – they are the best way to learn about a cruise line

Q. Do you have to really enjoy cruises to sell them?
A. In my honest opinion, yes! I believe my passion for cruise is infectious. Along with knowledge and experience, it is the major contributing factor to the success I have selling cruises.

Q. What are the rewards?
A. The financial benefits can be awesome. The fam trips are equally fabulous – they are the best way to learn about a cruise line while having a blast with your fellow brethren. Dedication and a good work ethos will provide you with satisfaction at the end of a working day.

Q. Tips for would-be specialists?
A. Give VIP customer service. Be enthusiastic and genuine. Don’t be afraid to ask for help from others in the industry. Talk to everyone and anyone about the benefits of cruising and the wonderful experiences your customers will enjoy.