Build your business
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
People connect with you rather than the brand. It’s a real
opportunity for agents over the big brands
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].”
Experience, knowledge and personal service
count more than ever for holidaymakers booking post-pandemic
52 28 OCTOBER 2021
Client referral schemes remain one of the most successful ways to expand your
homeworking business
Social media marketing is key, provided you get the messaging right – it’s about the personal touch as well as just posting offers
travelweekly.co.uk
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