Carving out a niche
Becoming a specialist in a particular holiday sector is a chance to build a business you can be proud of, finds Juliet Dennis
Becoming a specialist homeworker requires one key attribute above all others – passion. Whether it’s cruise, honeymoons, ski or luxury, there is little point carving out a niche without feeling a sense of excitement and enthusiasm about it. Paula Nuttall, managing director at The Holiday
Village, says: “You have to have a passion for what you are focusing on or the destination.” As well as loving their specialist area, homeworkers
need “exceptional customer service skills” while the rest is down to “building their knowledge”, says Jayne Marlor, head of recruitment, training and customer service for Designer Travel.
BUILD YOUR KNOWLEDGE To become a true specialist is not easy, it takes time
and research. Marlor says: “To succeed, agents need to build relationships with key contacts and suppliers, spend time researching and use different mediums to advertise their specialism, whether this be networking groups, social media or events.” Nuttall urges homeworkers to put the time in to
learn. “Spend time on webinars, put calls in to niche operators, and ensure you have marketing collateral to secure bookings,” she says. Homeworkers can get support and advice from their consortium and use those contacts to tap into existing supplier relationships through meetings or online training, which will in turn help them become more confident. “Knowledge is key,” says Colin Martin-Weekes, franchise manager at GoCruise & Travel. The group’s
£
‘Be passionate about your specialism! You need to enjoy taking this type of holiday yourself or enjoy selling them’
56 28 OCTOBER 2021
‘The more you learn about your specialism, the more likely clients are to recommend you and the more you are likely to earn’
‘Get support from your
consortium. They will have access to supplier partners who can help you and will be able to give you advice’
travelweekly.co.uk Specialist
bookings may be more work but they can be hugely rewarding
relationships with cruise lines and tour operators help franchisees to understand and promote products, he says, adding: “This certainly helps to build confidence.” Fam trips are one of the easiest ways to garner
extra product knowledge, and first-hand experience will also help build a bond of trust with clients. Sheena Whittle, head of The Personal Travel
Agents, says: “Do the training, go on fam trips. You can be a specialist without travelling to the destination but the customer expectation is that you have been there.”
REAP THE BENEFITS Once a homeworker can show expertise, carving out a
niche will bring its rewards. Chris Pyne, franchise development manager at DialAFlight Concierge, says: “Specialist bookings may be more work but they can be hugely rewarding.” Customers will recommend homeworkers who
prove their worth, says Martin-Weekes: “Your clients will trust your knowledge, and no doubt give that personal recommendation to their friends and family.” Simplexity Travel head of business development Mark Smith adds: “Specialist bookings reap rewards and not just financial ones. We work with a number of top-flight football clubs which can involve complex scenarios. Our staff are routinely invited on fam trips, which further enables them to hone their knowledge.” Being a successful specialist can be satisfying on
a personal level too. Marlor says: “To be an expert is fulfilling, rewarding and definitely worth the effort.” O
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