The move comes alongside other trade initiatives including the development of a new trade booking portal and a loyalty programme for agents. The operator said the initiatives are designed to make it easier for agents to work with the business as it continues to invest in its trade partnerships.
These initiatives follow a 57% year-on-year increase in trade bookings in June, with SHG recruiting Personal Travel Planners for its Horsham and Chester offices as demand grows.
Head of Trade Partnerships Jorge Quibell said: "We made no secret of the importance of the travel trade to SHG earlier this year, and our commitment remains as strong as ever. These exciting initiatives, which are currently in development and nearing launch, demonstrate that continued commitment."
SHG is also preparing to launch a new self-service trade booking portal in the fourth quarter of 2026. The platform, developed in-house, will bring together all three SHG brands and, for the first time, allow agents to book American Holidays products through a single portal.
The company said the platform will provide 24-hour access to offers, products, incentives and bookings, with Quibell highlighting the benefits for homeworking agents who often work outside traditional office hours.
Before the full launch, a selected group of agent partners will test the portal and provide feedback on its functionality.
Stronger-than-expected trade performance
A dedicated trade loyalty programme is also due to launch later this year. SHG said its highest-performing agent partners will be invited to join the scheme, which will include exclusive incentives, targeted promotions and additional benefits.
Quibell said stronger-than-expected trade performance had reinforced the company's decision to increase investment in its agent relationships.
"While this year has been challenging for much of the industry, we have seen stronger-than-forecast growth from the travel trade and are now doubling down on our commitment to the agents who have supported us by supporting them," he said.
Quibell added that the company's trade-focused strategy was delivering results, with overall year-on-year business growth reaching 25%.
"Our commitment to the trade is here to stay," he said. "We are already seeing the benefits of that commitment and we are delighted to continue to improve how we work together with our partners, who are a key part of our future."
Find out more at the TTG Homeworking Hub, packed with advice for existing and would-be homeworkers, and a Matchmaker tool to help you find the right homeworking company for you.
