Wendy Wu Tours homeworker sales double in 2025

Sales generated by homeworkers doubled in 2025 for touring specialist Wendy Wu Tours. 

 

The operator said homeworkers represented 14% of the company’s overall trade sales in 2025, compared to 6% in 2024, following the appointment of Sarah Kewley as business development manager (BDM) for homeworkers in summer 2024.

 

The company’s head of trade sales Gary King told Aspire: “In 2025 we realised just how big the [homeworking] sector is – we kept unearthing more. There are some great homeworking businesses that just need a bit of nurturing, patience and training. Bringing in a dedicated BDM for them has been instrumental.”

 

King said 2025 was the brand’s “best year ever from a trade perspective” as the company reported a 34% increase in trade sales compared with the year prior. 

 

He attributed some of this success to Wendy Wu Tours’ trade team doubling in size in the past two years, adding: “Speaking as a former travel agent, that relationship with your local representative who comes and visits you can never be underestimated."

 

He said greater focus was placed on Ireland and Northern Ireland last year, with “additional resources” and the appointment of Kelly Hutchinson as the brand’s new Irish BDM leading to an 80% trade sales increase in Northern Ireland.

 

The northern English and Scottish regions also reported significant success last year, seeing 35% growth in trade business.

 

Following this, the northern region has been divided into three focused areas: the north-east, broader northern England and Scotland, the latter of which has already seen 100% growth in trade sales in January alone following the addition of new Scottish BDM John Docherty.

 

King said the rise in sales across multiple regions “gives the teams so much confidence – it’s brilliant to see”.