Home-based travel agents are becoming increasingly important within the travel industry, driving significant business.
Suppliers are employing new strategies to engage with these agents and ensure they remain connected and well-informed.
Innovative Engagement Methods
Suppliers are shifting from traditional face-to-face visits to new, creative methods to engage with home-based agents. These include offering appointments in local coffee shops, hosting Zoom updates, and company-wide webinars.
Some companies are also appointing business development managers (BDMs) specifically focused on homeworkers to better tailor their support and communication strategies.
Gold Medal’s Pioneering Approach
Gold Medal was the first tour operator to hire a dedicated homeworker account manager back in October 2019. This move was driven by the growing number of agents opting for a lower-cost home-based working model.
“The growth we’ve seen from these partners is phenomenal,” says Karen Fletcher, trade partnerships director for Gold Medal. The company has since expanded its team, with two trade partnership managers focusing on training and supporting home-based agents.
Increasing Homeworkers’ Support
More companies are recognising the benefits of having a homeworker-focused sales team. Riviera Travel and TTC Tour Brands are examples of companies that have created new roles to support the growing number of homeworkers.
Vicky Billing of Riviera Travel highlights the importance of a tailored approach, stating that homeworkers often don’t adhere to a nine-to-five routine. Amanda Docherty, their key account manager for homeworkers, works with agents through webinars, virtual meetings, and face-to-face meet-ups.
Networking Opportunities
Networking opportunities are crucial for home-based agents. Events such as agent roadshows, conferences, and themed agent events organised by Clia and Atas offer valuable chances to build relationships with suppliers.
Tipto’s ‘Face 2 Face’ and ‘SuperShows’ events have seen a significant rise in homeworker participation. Chairman Richard Forde notes that these agents find value in daytime training sessions tailored to fit within school hours.
Forde adds that evening events also provide an opportunity for homeworkers to network and catch up with colleagues, enhancing their overall experience and encouraging them to bring new colleagues along.
Leveraging Online Resources
Many homeworkers use online resources to maintain their knowledge and connections. OTT (Online Travel Training) offers comprehensive training modules focused on destinations, products, and skills.
Angelica Diaz-Arnett from OTT remarks that training is crucial for homeworkers due to their unique work environment. She highlights the use of technology to maintain communication with frontline sellers.
Incentive and Reward Platforms
Platforms like My Booking Rewards provide additional touchpoints for homeworkers to stay connected with suppliers and access support, sales tools, and rewards for bookings.
Darren Pearson of My Booking Rewards notes the exponential growth in the number of homeworkers using the platform, with significant financial rewards being reaped by these agents.
Pearson also mentions that these agents benefit from the support offered via active social media pages, which provide networking opportunities and timely updates from suppliers.
Homeworking Sector Growth
Statistics highlight the rapid growth of the homeworking sector. Nearly half of the attendees at Tipto events are homeworkers, and a significant portion of Riviera Travel’s trade business comes from these agents.
Future Outlook
As new agents continue to join the homeworking sector, the avenues for building and developing relationships with suppliers are set to expand further.
The engagement strategies employed by suppliers are evolving to meet the needs of home-based travel agents. Innovative methods, dedicated roles, and networking opportunities are all contributing to stronger relationships.
As the sector grows, the continued support and tailored approaches from suppliers will be essential in sustaining and enhancing these business relationships.
