With so much travel talent out there, how can you make your business stand out from the crowd? Katie McGonagle finds out
There are plenty of shining stars in the world of travel – one look at the shortlists for Travel Weekly’s annual Agent Achievement Awards or many agencies’ own reward schemes shows just how much enthusiasm and ingenuity goes in to being successful in this sector.
But with so much competition around, whether from other frontline agents or from internet-based platforms, how do you make sure your business shines that bit brighter than all the rest?
Specialise in one sector
One of the simplest ways to stand out is to pick a niche and make a name for yourself as an expert in that field. Not only will you develop more in-depth product knowledge and stronger supplier relationships by honing your skills in a certain area, but you’re also more likely to attract new business via word-of-mouth recommendations and more targeted marketing.
If you’ve already got an affinity for family cruises, love putting your all into planning luxury honeymoons or have business contacts that give you a foot in the door for corporate travel, you could turn that enthusiasm and expertise into the basis of your business.
Customers will always respond better to someone with a genuine passion for what they do, plus you’ll get to focus on an area you truly enjoy. You could even earn higher commissions, because specialist bookings often attract a higher price tag.
Claire Brighton, director of the Association of Touring and Adventure Suppliers (Atas), says: “The touring and adventure sector offers really strong commission levels, combined with a high selling price, which means agents are getting in the region of £650 of commission per booking – combined with price parity, good tour operator support and high customer satisfaction levels.”
You’ll also be better placed to identify growth areas and spot opportunities before others cotton on. Not Just Travel homeworker Vikki Coffey had the idea to host a Meat Loaf-themed musical at sea but wasn’t sure how to go about setting it up. After pitching the idea, the agency negotiated with cruise line partner MSC Cruises and Coffey earned exclusive rights to sell the show – so if anyone wants to book, they have to go through her.
Be sure to check which suppliers your chosen agency contracts with, whether they have other specialists in your field and if they offer relevant training. Brilliant Travel, for instance, has recently launched specialist divisions focusing on the US, Turkey, golf and cruise, offering agents access to wide ranging product and support in developing their knowledge.
Marketing magic
“Marketing is key,” says Kerry Gallagher, managing director at Silver Travel Advisor. “Don’t be scared to show off your expertise. Shout about the training you’ve invested your time in, and share any ship visits, fam trips or conferences you’ve taken part in – after all, this benefits your customers.”
Spreading the word about your business can take many different forms: sponsoring a local sports team; taking out targeted ads on Facebook to promote offers from your nearest airport; or using social media to showcase a successful booking as an example to others.
But the one thing that unites them all is the need to highlight the value and personal touch you can add to a travel booking.
Be sure to make the most of existing relationships – ask friends or family to like your page on social media, get recent customers to leave a review and include your business card any time you send out booking documents so clients can pass your details on. Don’t overlook simple interactions either – if you’re just starting to build your network, an impromptu conversation at the school gates or a note in your village newsletter can get the ball rolling.
Sam Fisher, head of business development and training for Inspire, says: “We always advocate our homeworkers use social media – it’s a great way of communicating with your customers and helping to grow your customer base. Leverage the marketing resources available to you – our marketing team determines travel trends with individual homeworkers and offers raw data to help market the right product to the right client.”
Look out, too, for ready-made assets from suppliers as well as your agency network. While running a small business can mean shouldering everything from sales and marketing to admin and operations, there’s plenty of support at hand, so you can focus on what really makes you stand out from the crowd.
Top tips
Build relationships
“Create strong partnerships – this could be with local businesses to grow referrals and brand awareness, with key suppliers to endorse products you specialise in, and with customers. Little things go a long way, such as birthday cards or in-room gifts on arrival, because this is something a customer will always remember.” – Abbie Heaton, group manager, Personal Travel Consultants in partnership with Blue Bay Travel
Social media
“Personalise your social media where you can by using experiences or photos of your own holidays. Ensure your marketing is interactive to allow customers to engage with you and get family and friends to share your social pages. You can also collaborate with other small, local businesses to help each other.” – Emma Kayne, general manager, Constant Travel & Personal Holidays Advisors Homeworking Division
Grow repeat business
“Build trust – don’t put all your focus on getting new customers; leave time to make sure you are delivering for your existing customers to encourage repeat bookings. Don’t expect to get rich quick – take it step by step and see what works for you. Communicate what you do well and what you want to be known for.” – Julia Cullen, personal travel consultant, Hays Travel
Sam Neisham, Neish Travel, part of 1000 Mile Travel Group
“After moving to the UK from New Zealand, I spent nine years working in corporate travel until I started my money coaching business, Finding Cents, in 2022. I jumped at the opportunity to join 1000MTG and spend more time coaching while staying in the travel industry. I love corporate travel because I get to know clients more – I speak to them daily or weekly instead of once or twice a year when they plan a holiday.
“I have stayed in contact with a lot of clients and as they have moved to new roles, some have taken me with them. My advice for someone thinking about homeworking is to make sure they are OK working by themselves, have a good support system and enough money to cover expenses for six to 12 months. It takes time to get up and running, so that will save a lot of sleepless nights.”
Emma Buckle, Designer Travel
“I had worked at Going Places and First Choice, but then I became a primary school teacher, so when I joined Designer Travel in 2020, I had no existing client base. I knew it would be a challenge to get established, but I haven’t looked back. I stopped teaching in 2022 to focus on my business full time, and since then it has grown 200%. About 80% of my business is from recommendations or repeat clients.
“I’ve learned so much in a short time. Last year, I achieved diamond status, hit £930,000 in sales, got on the top sellers’ trip and won ‘social and business development champion’ for 2023-24. I’ve worked hard to grow my brand.
“For example, I collaborated with a local bus company to advertise on the back of four buses. I’ve used videos to promote my business, grown followers on social media and taken on board all the help and training from Designer Travel. I finally feel like a professional business owner running a successful business.”
PICTURES: Sarah Lucy Brown; Shutterstock/LightField Studios
Click here to read the 2024 edition of the Guide to Homeworking.