Baillie, who joined Hoseasons parent Awaze two months ago as one of five senior hires, said the brand has "massively evolved" in recent years and now offers far more than many agents may remember.

"I think the trade would automatically think Hoseasons is your lower-end stuff, but there’s something on there for everyone," she said. "I would ask agents to not just think of Hoseasons as cheap and cheerful. The product range is massive, and things look very different than they did a few years ago."

'Have another look at our website'

Baillie brings more than 30 years' industry experience to her new role with Hoseasons and Awaze, including nearly 25 years at Tui before a recent stint at high-end, short-term let specialist Cornish Gems in commercial, before stepping up to the role of managing director.

Her remit at Awaze involves "driving growth" and "strengthening partnerships", which includes agents as well as suppliers. Baillie added Hoseasons is looking to upgrade its technology to enhance its service and offering.

"Hoseasons is an iconic brand that’s worked for the travel trade for decades and decades," Baillie continued. "Through that brand, agents can get access to additional content, including from cottages.com. I would encourage travel agents, if they’ve not been on the site for a while, to have a look."

(Credit: Hoseasons)

Agents can also access product from the newly relaunched James Villas brands by signing up via its dedicated trade contact, with plans for it to become bookable through the Hoseasons platform in the "foreseeable future". "I don’t dare say a specific date," Baillie added. "But it’s a very exciting time that I’ve joined, and I’m thrilled to be here."

Product diversification is already translating into strong performance, according to Awaze. Bookings for properties with hot tubs for May and July are already up by 10% year-on-year, and by 8% in June, with occupancy rates for hot tub units more than double those without. 

Meanwhile, bookings for pet-friendly properties were up by 20% year-on-year in February. "We’ve seen huge demand this year already for short breaks and last-minute arrivals," Baillie said, describing peaks trading as "brilliant" and noting particular interest around Valentine’s Day.

'No change' in commitment to agents

Baillie also stressed there is "no change" to Hoseasons’ longstanding commitment to agents. "If anything, we see that getting stronger because there’s more choice. In a market which is really competitive, the more products you can offer travel agents, the more money they can make," she said.

Baillie believes the brand is a strong complement to overseas packages and cruise bookings, suggesting agents could position a UK break as a "third holiday" for clients.

"The guests and owners are at the forefront of everything that we do," she continued. "We will service guests, whether that’s direct, or through an OTA or agent. It’s important that we continue to offer whatever channel they seek.

"But we want agents to reach out and give us feedback on how we can better serve them and continue to work strongly together."