For all the technology available in travel today, some things still work best in person.
A phone call is useful.
A webinar has its place.
An email can answer a question quickly.
Yet when it comes to building relationships, nothing quite replaces sitting down with someone over a coffee and having a proper conversation.
That’s been one of the biggest lessons from our trade activity this year.
At Specialist Holidays Group, we’ve seen strong growth from the homeworking sector across American Holidays, Citalia and Sovereign. Bookings have increased significantly, revenue has grown even faster and more customers are travelling through our brands than at the same point last year.
While there are always several factors behind any period of growth, one thing stands out.
We’ve simply been spending more time with agents.
Taking SHG On The Road
Over the past year, our trade partnerships team has made a conscious effort to get out from behind desks and spend more time meeting agents where they are.
That has led to the creation of our Homeworker Huddles programme.
The idea is straightforward.
Rather than asking homeworkers to travel long distances to attend large industry events, we bring smaller, informal sessions closer to them.
We’ve held events in locations including:
- Belfast
- London
- Jersey
- Aberdeen
- Coventry
- Bristol
- Chelmsford
- Kendal
- Bournemouth
- York
- Truro
And we’re only getting started.
Most sessions are deliberately relaxed. We choose accessible venues, keep the format informal and focus on genuine conversations rather than lengthy presentations.
Sometimes the most valuable part of the event is what happens after the training finishes.
Agents swap ideas.
They share experiences.
They ask questions they may not ask in a larger setting.
Those conversations matter.
Growth Through Relationships
One of the most encouraging outcomes has been the number of new homeworkers we’ve introduced to our brands.
More than 50 homeworking agents have engaged with us through these face-to-face events, many of whom have gone on to make bookings across our portfolio.
What’s particularly pleasing is that the growth has come from relationship building rather than major structural changes.
There hasn’t been a secret formula.
No complicated programme.
Just spending time with people.
That sounds almost too simple, but sometimes the simplest things work best.
Supporting Retail And Homeworking Agents Equally
As our homeworking business continues to grow, it’s important to be clear about one thing.
Retail agents remain a hugely important part of our business.
Always have been.
Always will be.
Our investment in homeworkers is about creating additional opportunities, not shifting focus away from traditional retail partners.
That’s why our Homeworker Huddles are planned alongside local retail agency visits wherever possible.
We want to maintain a strong presence across the entire trade community.
Different agents work in different ways.
What matters is making sure they all feel supported.
Learning From The Trade
One unexpected benefit of spending more time on the road has been the feedback.
Agents tell us what’s working.
They tell us where we can improve.
Sometimes they tell us things we’d rather not hear.
That’s valuable too.
Many of the improvements we’ve introduced over the past year have come directly from conversations with agents. Whether it’s changes to training, marketing support, communications or booking processes, those discussions continue to shape how we work.
The trade knows its customers.
Listening to that experience helps us become better partners.
Training Beyond The Huddles
The face-to-face events form just one part of our wider support programme.
Alongside the regional visits, we continue to run weekly Tuesday training sessions covering destinations, products, sales opportunities and practical booking guidance.
We’ve also developed the SHG Agent Suite, giving agents access to:
- Marketing materials
- Sales tools
- Product updates
- Promotional offers
- Campaign resources
The aim is simple.
Make it easier for agents to find what they need, when they need it.
Looking Ahead
We’re encouraged by the progress we’ve seen so far, but there’s still plenty more to do.
Additional Homeworker Huddles, training sessions and regional visits are already planned for the months ahead.
The travel industry has changed significantly over the past few years, and the homeworking sector continues to play an increasingly important role within it.
What hasn’t changed is the importance of relationships.
The strongest partnerships are built through trust, consistency and communication.