The ‘homeworker effect’ is here to stay

During my time working in escorted touring, the sector has continuously changed and adapted to meet the needs of travellers, not least in part due to the incredible support of retail travel agents.

That change continues to this day, but what is different now is that a growing driver of change comes not from the high street, but from kitchen tables, garden offices and spare rooms across the country.

The rise of the homeworker, in conjunction with the continued support of retail, is no longer a side story - it’s central to touring’s growth. From my perspective - both in my current role and as a former homeworker - they bring something uniquely suited to escorted touring.

These holidays are rarely impulse buys. They require conversation, reassurance and often a level of hand-holding that builds trust over time. Home-based agents are well positioned to deliver exactly that.

Their businesses are rooted in personal relationships, repeat customers and word-of-mouth recommendations, all of which align perfectly with the touring model. They are able to offer a flexible approach, building those relationships with clients over many years.

That continuity creates confidence, particularly for customers booking complex itineraries or travelling to long-haul destinations for the first time, where reassurance and expert guidance remain essential to the decision-making process.

It’s also clear that homeworkers need a different kind of support to those working in stores. Traditional retail training models don’t always translate. Homeworkers benefit from tailored and accessible engagement.

Operating in isolation means opportunities to connect - both with brands and with peers - carry weight. Creating spaces for collaboration, shared learning and informal networking can make a significant difference, helping homeworkers feel more supported, informed and connected to the wider trade community.

That’s why initiatives like our dual-branded training and pottery sessions are so beneficial. The ‘Pottery Throw Down’ events, to be held in June across the UK and exclusively for homeworkers, will blend product training with a relaxed, sociable activity, creating an environment where learning feels more creative. It also recognises that engagement isn’t just about information but also experience and in-person connection.

There’s also a commercial reality to consider. As more agents move into homeworking, the trade makeup is shifting. Brands that adapt their support strategies accordingly will be better placed to capture growth.

For escorted touring, the timing couldn’t be better. Demand is strong, customers are seeking tailored, hassle-free experiences, and the product itself continues to evolve. Homeworkers and the great work of retail agents are helping to translate that demand into bookings.

The ‘homeworker effect’ isn’t just reshaping distribution; it’s reinforcing what makes escorted touring work in the first place: trust, expertise and human connection.