Search:
Working From Home: To Tell or Not to Tell?
Working From Home: To Tell or Not to Tell?

Working From Home: To Tell or Not to Tell?



This is the first in a series of columns about home-based travel agents by Stephanie Lee of Host Agency Reviews.

As the numbers of home-based agents increase and they gain visibility and clout within the industry, I think it is high time we retired the term “home-based travel agent.”

Stephanie Lee
Stephanie Lee

During my years as a host agency director for TravelQuest, I worked with hundreds of highly professional home-based agents. Yet, I can think of few instances where I believed it beneficial to use the term home-based agent to describe oneself to potential clients.

Yet as the home-based agent population expands – their numbers grew from 31,000 in 2006 to 40,000 in 2011, according to PhoCusWright  – I hear agents use the term in their client relationships with growing frequency.  It makes me cringe every time.

Internally, it’s fine
In the travel industry world, I’m all for using the term. It allows us to segment a population of agents that has different needs than traditional storefront agencies.  

Just as we use the terms “cruise agent,” “corporate agent” and “leisure agent,” the term home-based agent helps our industry differentiate a subsector of travel agents.

But I see a problem when the term is used outside the industry – such as on LinkedIn, as an agent’s profession or title, or when an agent lists “home-based travel agent” as their occupation on their Facebook profile or business page.

Think about it
When I see the term home-based agent in these contexts, it makes me wonder: Have those agents thought of why they’re using that title?  Did they weigh the positives and negatives of labeling themselves as home-based?

If the agent is using the term as part of a marketing strategy – for instance, if the agent’s main client base is parents who work from home – it could be advantageous to emphasize the shared lifestyle with your clientele.

However, if the agent uses the home-based label simply because she or he check the “home-based agent” box on industry surveys, well, it’s time to reexamine things.

What message are you sending?
Home-based businesses, travel or otherwise, often have a stigma attached. They may be seen as less professional than their storefront counterparts, maybe even less reputable.  

Most of us know this isn’t true, but it’s not about what we think.

Put yourself in your prospective clients’ shoes.  They know nothing about you or your business, beyond what you tell them. When you say you are home-based, you are emphasizing that component of your business.

Why not emphasize that you have 15 years in travel, or that you give back to the local community, rather than that you work from home?    

Acceptable, but irrelevant
Whether an agent is home-based or works in a storefront location, their job is to be a resource for their client.  If you’re doing your job and doing it well, your client doesn’t need to know your location.  

It’s perfectly acceptable in the Information Age to be location-independent. Fortune 500 companies have work-from-home programs for their employees. But the physical location of those employees isn’t mentioned in their titles, so why mention it in yours?  

Stephanie Lee is a former host agency director who now runs Host Agency Reviews, a website where agents can find peer reviews of host agencies, as well as tips for starting and growing a travel agency. Connect with Steph on Facebook, Twitter or Google+


To Post a Comment about this story, click here
Comments

JESS    June 05, 2012    6:17 PM

Personally I have never liked the term "Home Based Agent".  I think it makes us sound second rate. Like we are working out of the trunk of our car.  I have advocated the term "Virtual Travel Agent".  I work from home, I work from a cafe`, I often work at my clients home, or their office. I work where there is a computer connection.  There is no need to identify where I am working.  Our clients like Us because we are so accessible and they get to talk to the same person everytime, unlike ANY "OTA"  when you NEVER get to talk to a real human being, even in case of emergency.  We have gotten MANY clients from "Emergency Situations", such as the Iceland Volcano eruption a while back.  Still have those clients we helped out of a jam.


Stephanie    June 05, 2012    4:56 PM

Glad you liked the article, Beth!  I think you're spot on to sell yourself on your 24 years of expertise and let the relationship grow from there.  

-Steph


Stephanie    June 05, 2012    3:39 AM

Hi Lucy, 

Thanks for your comment.  Let me clarify a little about what I mean when I speak of 'location'.  

When I speak of 'location', it isn't about disclosing your physical address, it's about having the location where you work define you to your clients and prospective clients.

I don't believe the physical location being at a storefront or from a home office has any bearing on the quality of service you provide to clients.  Therefore, I don't see the need to broadcast the location to clients as is done when people label themselves as a home based travel agent.  To me, the term 'home based travel agent' seems irrelevant when we're speaking to consumers.  

Hope that clarifies things a little more, 
Steph  


 


Beth    June 05, 2012    12:53 AM

Hello Stephanie,

Thanks for the great article about broadcasting being a home-based business. Most of my clientele comes through our website, and I publish my 24 years of experience rather than being home based. If asked, I'm happy to share the information. By then, I've established a relationship with the client, and it has never mattered that I know of. It is helpful to know where the client lives and where I am located so we can communicate more easily. Belonging to travel professional organizations and doing a good job is more important. I do let my clients know who their travel supplier is and vice versa so if anything happens to me, their trip is not disturbed. Being home based allows me to be more responsive than if I had regular business hours in an office. Thank you for your informative and helpful article, Beth


Lucy    June 04, 2012    7:04 PM

I am not sure what you mean by "location". If you mean a physical address then I disagree. Anyone who accepts payment for a product or service should be willing to disclose a physical address.


Why not emphasize that you have 15 years in travel, or that you give back to the local community, rather than that you work from home?      

Stephanie Lee, Host Agency Reviews

TMRRetail
Retail Strategies Stories
Departments