Harry Kemble reports on how these relationships work
For suppliers, getting onto a homeworking agency’s preferred partner list means they stay front of mind when agents are selling holidays to clients.
InteleTravel’s UK director Tricia Handley-Hughes says 70 suppliers have agreed terms with the agency so far, while Travel Village Group says its Holiday Village homeworkers do “particularly well” with its mainstream list of operators, such as Jet2holidays, Gold Medal, easyJet holidays, Classic Collection and MSC Cruises.
The relationships that suppliers have with homeworking agencies are slightly different to those they have with high street agents. And suppliers are increasingly aware that they must be more flexible if they want to work closely with homeworking agents.
Mutual benefits
With many homeworkers working outside traditional hours, relationships are tailored to their needs. Royal Caribbean’s head of sales Torey Kings-Hodkin says: “We recognise that homeworkers are often working flexible hours around family commitments.”
Ruth Venn, P&O Cruises director of sales, echoes Kings-Hodkin’s sentiments, saying: “We know the way people work has changed. With more people working from home or in a hybrid capacity, personalised, flexible training and virtual tools are an increasingly important part of how we deliver what our agents need to succeed.”
Preferred supplier lists, drawn up by homeworking firms, obviously help define the type of relationship they have with individual operators.
Travel Counsellors managing director Kirsten Hughes calls supplier relationships “personal”. “The relationships that we have with our partners are unique, given our collaborative approach,” she says, adding that these relationships are fruitful for “all parties”.
Paul Harrison, co-founder of Not Just Travel, notes that the suppliers included in his company’s Key Trade Partner programme can provide “a much wider range of training, focus and marketing support” to agents.
Communication is key
Clearly, once a supplier partners with a homeworking company, they can then communicate with its agents. However, as Jet2holidays’ head of trade Alan Cross points out, each homeworking agency has its own needs when it comes to messaging and how often they issue communications.
“Some [homeworking firms] are very keen for us to approach their members, while some are not as keen to engage in relationship
building,” he explains. Meetings with agencies are held to “determine what best suits the homeworking business”.
“From experience, we find that open and transparent communication is the best approach for all parties,” Cross adds.
Kings-Hodkin says: “We offer different ways for homeworkers to communicate with us, whether that’s online, in person, or even on board our ships during our homeworker events.”
Last summer, Royal held its first dedicated homeworkers ship visit, on Anthem of the Seas. The line also hosts coffee mornings so homeworkers have “one-to-one” time with its sales team.
Trade-facing platforms
Some suppliers have platforms that homeworking agents can access whenever they wish, from Facebook pages to dedicated websites.
Intrepid Travel’s head of business development and partnerships Joanna Reeve says the adventure travel operator posts campaign updates, offers and updates via its Intrepid Loves Agents Facebook group.
“We talk to homeworkers through our agent-facing Facebook group,” she says, adding that contact with homeworkers can be made through head office or trade media. “Homeworkers are such an important part of the industry. We want to keep them updated with information about our products and provide support.”
Handley-Hughes says some of InteleTravel’s preferred partners have dual-branded Facebook pages dedicated to the company’s homeworkers.
Within Royal Caribbean’s Club Royal platform, there is a Homeworkers Hub where updates, campaigns and offers are shared. Homeworkers can also book a support session in the hub.
Homeworkers can arrange one-to-one sessions with P&O Cruises via its Shine Rewards Club. The line also released on-demand monthly webinars through the Shine Rewards Club in March this year.
Of course, homeworking companies can help facilitate this information-sharing themselves. Travel Village Group managing director John Warr says operators can post their offers on its social media page, which the company’s homeworking division The Holiday Village set up.
Take a trip
Generally, agencies’ events calendars are designed to incentivise their homeworkers and drive engagements with preferred operators. Harrison says while Not Just Travel works with “hundreds” of trade partners, those in its Key Trade Partner programme commit to activities throughout the year.
He says the firm also pays to host overseas events, ranging from 25 to 250 travel consultants. “We work closely with operators to make the trips very special,” he explains. “We have a long list of operators who want to help with these.”
How can homeworkers build relationships with suppliers?
Kirsten Hughes, Travel Counsellors
“To build strong and lasting relationships, it’s all about staying connected, informed, updated and experiencing the product first hand – and ultimately being part of a community that gives you the tools and opportunities to do this.”
Tanya Cooper, Hays Travel
“We share all supplier contact details with homeworkers. We communicate any roadshows, supplier events, travel awards and dinners where they have opportunities to meet. We also offer our atrium at head office to do agent roadshows, where we invite suppliers to present for the day.”
John Warr, The Travel Village Group
“Supplier contact lists are made available to all homeworkers. In addition, they reach out to us if they are looking to set up specific groups. One of our newer homeworkers wanted to set up a number of groups so we arranged meetings with the relevant tour operators.”
Paul Harrison, Not Just Travel
“Our travel consultants are free to engage directly with operators. We provide training to our suppliers to help them get the best out of the relationships and we encourage interaction and engagement. We will work with suppliers to help close more enquiries and get feedback as to how we can work better together, but we actively encourage open relationships.”