Homeworking Guide: Build your business as a travel homeworker

The sky is the limit for established homeworkers keen to grow their businesses as travel picks up again, reports Juliet Dennis

Never has there been a better time for homeworkers to grow their businesses. The need for trusted experts to guide holidaymakers has accelerated at a rate no travel agent would have thought possible before the Covid-19 pandemic, while phone and Zoom consultations have become the norm, even among shop-based staff.

Homeworking firms believe this is a golden opportunity to increase sales. Sheena Whittle, head of The Personal Travel Agents, says: “Existing agents looking to grow their businesses don’t even have to spend money. They are what people want. Travel is more complex and people are worried, so having an agent is more essential than ever.”

Consumer research by Abta in July showed holidaymakers were 25% more likely to book a holiday with a travel professional now than pre-pandemic, with 42% saying this was because they trusted travel companies to look after them and 40% because of a professional’s up-to-date advice.

So, with the odds stacked in their favour, how can established homeworkers make the most of this growth opportunity?

Social media

Understanding and using social media is now a must. Hays Travel Homeworking marketing and homeworking director John Milburn says: “Social media has never been more important than when the pandemic hit, even for people who have been homeworkers for 15 years.”

Social media channels now account for one in four bookings for PTAs, compared with one in five pre‑pandemic, according to Whittle. She says: “People connect with you rather than the brand. It’s a real opportunity for agents over the big brands.”

Most homeworking firms run training courses for those yet to get to grips with social media marketing or wanting to learn more. Successful marketing via social media depends on how agents present themselves and communicate with customers.

Travel Counsellors UK managing director Kirsten Hughes says: “How you portray yourself on social media is incredibly important, it’s key to how you build your relationships.”

Brilliant Travel director Linda Pyle says agents must get the messaging right. “It’s not just about posting deals – it’s about communicating with customers looking for more than inspiration,” she says.

Personal Travel Advisors recruitment and training manager Emma Rodgers suggests injecting fun into social media messages. “A Facebook page is like a shop window. [Potential customers] want to see the person behind it,” she says.

Homeworkers could also consider live broadcasting from destinations, hosting Q&A sessions or posting reports from a resort.

Independent Travel Experts managing director Gary Gillespie says: “Some homeworkers have done Facebook Live events overseas to reassure customers. They would never have dreamed of doing that before [the pandemic].”

Private Facebook groups are also a good way of marketing to a ‘captive’ audience, particularly in specialist areas such as cruise, says Gillespie.

Traditional marketing

Tried-and-tested marketing methods are still worth pursuing, even for established agents. Leaflets, networking, pop-up surgeries, talks, travel shows and wedding fairs can all bring access to new customers.

Simplexity Travel’s head of business development, Mark Smith, says: “With the relaxation of restrictions we are seeing more opportunities for people to meet face-to-face. That has been our approach of choice, but it depends on how comfortable people are with it.”

Milburn cites an example of a Hays Travel homeworker who gained an unexpected £57,000 booking following a leaflet drop. “Leaflets still work,” he says.

Pyle advises homeworkers to dedicate time to their chosen marketing method to make an impact, and always have a business card handy. “Pop-up surgeries and networking groups are good tools, but my advice is to be consistent,” she says. “Networking opportunities can arise when you least expect it.”

Referral schemes

Most homeworking firms agree referral schemes – using existing clients to make recommendations and offering incentives to do so – remain one of the most successful ways to expand an agent’s business.

Pyle says: “It’s vital you maximise relationships with existing clients because they could be your best marketing asset.”

Gillespie says: “It’s easier to work on retaining customers than attracting new business. You need to make sure they come to you for everything.”

Hiring staff

Taking on staff is an option for some homeworkers who want to expand – Hughes says there is a misperception homeworkers are all ‘one-man bands’.

With the option to ‘buddy up’ with other Travel Counsellors and share commission or even work collectively in an office, she says: “Many aren’t on their own, quite a few are teams and couples.”

Your years of ­experience in the industry count; customers want to feel cared for

For experienced, knowledgeable homeworkers providing personal customer service, the future in the current climate would appear to be very bright.

Hamish Kaumaya, managing director of Travel-pa, says: “Online will always be there but homeworkers win when it comes to personal service, which cannot be replaced with a booking engine.”

As the country emerges from the pandemic, Whittle predicts a rise in demand for memorable, experience-led holidays – something that will play into the hands of experienced agents.

She says: “Your years of experience in the industry count; customers want that and want to feel cared for.”

Freddie Evans Travel Counsellors

Q. What attracted you to homeworking?
A. I moved to the south coast in 2015. I wanted to work remotely and was attracted to being able to do things my way.

Q. How have you coped during the pandemic?
A. At first I felt pretty isolated but then I realised how lucky I was to not have to commute. The set-up was already in place at home, which was a blessing.

Be visible, and never stop learning

Q. What was trading like during the pandemic?
A. In February 2020, business fell off a cliff. Companies cancelled most travel, but there were still some needing to travel and I turned my attention to them. We signed several new clients worth more than £500k, based on estimated travel spend.

Q. How have you grown sales?
A. Communication and travel advice were king. We took to social media platforms to keep people informed. They then turned to us to ask how and when they could travel.

Q. Any tips for other homeworkers?
A. Be visible, never be afraid of rejection and never stop learning.

Dan & Jodie Bartholomew Oates, The Awesome Adventure Company, Independent Travel Experts

Q. When did you start homeworking?
A. We’ve been with Independent Travel Experts for two years, joining just months after we started working in the industry. Initially we specialised in Disneyland Paris. We branched out to provide just about any holiday or short break for all budgets.

Q. How have you grown the business?
A. We’ve grown sales through good use of social media, time and effort, competitive pricing and flexibility, and high repeat rates. Despite the difficulties of working around home-schooling and caring for our two autistic daughters, we get bookings because we are available weekends, evenings and holidays. We’ve even taken bookings at 2am and on Christmas Day.

Use all the tools available and call on the expertise in your consortium

Q. Have you embraced new sales techniques during Covid?
A. We have stuck to the same methods during Covid, but ploughed on when others paused their businesses. We became more imaginative, using staycation offers and making sure our social media posts were uplifting.

Q. Any advice for homeworking agents?
A. Put consistent time and effort into social media advertising. Use all the tools and training available to you and call on the expertise within your consortium.