Both online and offline tools are vital for building up your travel business, says Tamara Hinson
While homeworkers forego the traditional camaraderie of the shop, the role still involves putting yourself out there, seizing opportunities and building relationships.
And although growing your client base can be an organic process, it also depends on how you market yourself. There are plenty of ways to become more known, whether it’s through word-of-mouth recommendations or keeping clients engaged and inspired using social media.
We explore the many tips and tricks – online and face-to-face – that homeworkers can use to build their client base and send booking numbers on an upward trajectory.
Online
Social media is one inexpensive way to connect with potential customers.
“We often call social media a homeworker’s shop window as it allows an individual to showcase who they are and what they do in a personal and creative way,” says Jim Eastwood, global sales director at Travel Counsellors.
“Creating inspirational content from your travels and sharing product news and ideas is key to keeping your network engaged,” says Lisa Fitzell, managing director of Elegant Resorts, which has a homeworking arm. “Many of our Private Travel Designers develop their new business leads through social media.”
Posting on social channels can have a direct impact on growth.
“Our homeworkers are discovering that sharing their experiences through social is highly impactful, which is why we’re investing in the ways we can support and train our community in creating inspirational social content while travelling, and the channels that will best support them in doing this,” says Hayley Griffiths, marketing expert and PR manager at Travel Counsellors.
Creating inspirational content from your travels and sharing product news and ideas are key to keeping your network engaged
“Customers tend to trust those who can relay a personal travel experience, so travelling supports our Travel Counsellors with their business growth aspirations,” she adds.
The best fit
But not all social media platforms are created equal. Considering the ages of your core customers can help you work out which platform will serve you best. While Facebook has an older following, Instagram users tend to be younger, and TikTok younger still, while LinkedIn is more corporate.
If in doubt, ask clients which platforms they use the most, and work out which ones are generating the most leads and responses for you.
But you’re not on your own – many homeworking companies offer tools and support on how to market yourself, so make the most of the resources available.
In terms of what you post, don’t be afraid to experiment with short video clips – which are prevalent on TikTok. And once you’ve found your preferred platforms make full use of their potential.
“Visibility and consistency are key. Use social media to show how you go above and beyond and make it personal for your customers,” adds Eastwood.
Offline
There’s no denying online tools are a massive help when it comes to spreading the word about your business – and building your knowledge along the way – but attending events in person is equally rewarding.
“Attend external events, including learning and development opportunities, conferences and networking events, while also joining virtual training with trade partners,” says Cherie Richards, homeworker recruitment and business development lead at Hays Travel.
Damian Mc Donough, Vertical Travel Group’s business development manager, says: “Meeting suppliers and sharing ideas with other travel sector delegates increases knowledge, motivation and creativity.”
Not only will attending conferences help you to develop your own knowledge and partnerships, posting that you’ve been to in-person events online can be beneficial too, adds Mc Donough.
“Sharing posts about these events demonstrates professionalism to existing and potential customers, and shows them that their travel agent is immersed in the travel industry, which in turn gives them more confidence when booking with this agent.”
A local face
Making yourself visible within your local community is useful too – Constant Travel homeworker Nicola Bedford wears branded sweatshirts when she’s out and about. Client recommendations also go a long way – so making it easy for clients to recommend you to their friends and family can pay dividends. Travel Counsellor Heather Lee always includes her business cards when she sends over travel documents – and they’re often shared by her clients.
“The easiest way to expand is to provide a brilliant service to ensure repeat business, alongside referrals from clients’ friends, family and colleagues. Homeworkers can proactively seek those referrals and even offer an incentive for them,” says Andy Cook, director of Take the Family.
Highlight your specialist areas too. This is another way to really put the resources – and expertise – you already have into practice. And make the most of any opportunities to deepen your knowledge of destination and selling skills.
This includes attending sessions with business development managers (BDMs) both within the homeworking companies themselves – Not Just Travel and Vertical Travel Group are among those that offer them – and with other tour operators.
“BDMs have direct links and relationships with travel suppliers, and can provide additional tips, information and local knowledge, which can help homeworkers close sales,” says Mc Donough.
BDMs are valuable for training on their particular product. APT & Travelmarvel, for example, have recently recruited a dedicated BDM for homeworkers, with lots of training to be developed on this growing sector.
Top tips
- Continue to take advantage of every opportunity to learn, whether it’s fam trips, supplier events or in-house company events.
- Capitalise on what homeworking companies can give you – advice may range from in-house support to a full suite of marketing tools.
- Set yourself targets and be prepared to change these as your company grows.
Ask the homeworkers
Ben Casey, Not Just Travel
“I achieve growth through social media, putting a human face to the business”
“I achieve growth through social media, telling stories to my followers about what I’ve been booking for my clients, and what I’ve been up to; putting a human face to the business. I also use LinkedIn to share business success stories, which has really helped to reach new prospective clients.”
Gary Wright, Designer Travel
“For me, it’s always been word of mouth”
“I am trying to grow my audience on social media, and I also try other initiatives, such as local business networking groups, wedding fairs and sports clubs. I find that some work better than others, so it’s very much trial and error, or just finding what works best for you.
For me personally, it’s always been mainly through word of mouth. It’s not rocket science – if you give a good enough service, your customers will want to tell their friends and family.”
Nicola Bedford, Personal Holiday Advisors
“I’m the main sponsor of my son’s football team – my details are on every shirt”
“Social media plays a huge part in this role and it’s something I try to use on a daily basis to share offers, news, inspiration and reviews. I am also the main sponsor of my son’s football team in the town and my logo and details are on every shirt.”
PICTURES: Shutterstock/Dorde Krstic/Matej Kastelic, Aha-Soft, RossHelen, lazyllama, Carol Bailey Photography, StockBURIN