NEWS — HAYS TRAVEL IG CONFERENCE
Conference
delegates before the gala dinner
Hays Travel Independence Group held its annual overseas conference last week. REBEKAH COMMANE reports from Vilamoura, Portugal. Report continues, page 12
Industry is experiencing a ‘change in fortunes’
A “mood of buoyancy” has returned to the travel industry, according to Hays Travel founder John Hays, who contrasted “the pits” of 2009 with the highs experienced this year. Speaking at
the Hays Travel Independence Group conference in Portugal this weekend, which immediately followed the company’s retail conference, managing director Hays said that Hays Travel’s passenger numbers were up 9% in 2014 compared with 2013, with 8% more spend per passenger recorded for the same period and long-haul and cruise bookings in particular on the up. Hays Travel’s profit margins
“Outside investors
to be continuing for 2015 with forward bookings looking “superb”. Hays said the industry as a whole was experiencing a change in fortunes thanks to improvements in the economy in general. “The 1% inflation
are showing a
greater interest and…things are getting better”
rate means people are willing to spend.
“Outside
investors are showing a
greater interest in the industry and recent investments
show things are getting
better”, said Hays, pointing to the buyouts of Gold Medal and Travel 2 by dnata.
He said competition was
important in the industry to motivate continual performance improvements.
were 10.5% in the year to October 14, up from 9.8% the previous year. “Our optimism and confidence
has returned and this is reflected by the results of our members,” Hays told delegates. “Six years ago the results were shocking in comparison; January 2009 was the pits and no one was sure of their jobs.” He said the turnaround looked
Jane Schumm, Hays IG retail
and training director, said the group’s total travel sales for the year to October 2014 were £272 million, up 14% on the previous year. Overall commission earned was
up 15% to £23.6 million. Opened by director Irene
Hays, the conference theme was customer service excellence.
10 •
travelweekly.co.uk — 27 November 2014 CRM is ‘at heart of what we do’
Detailed analysis of customer habits and preferences is fundamental to the success of Hays IG agencies, delegates at the conference were told. Traveltek managing director
Kenny Picken said the ability of the internet to track consumer habits was ‘putting pressure on traditional ways of doing business’.
He said using a customer
relationship management (CRM) tool that shows customers’ booking histories could help agents send relevant products and improve conversion rates. “Does your client fly from Manchester every year? If so, they’re unlikely to want to go
from Edinburgh or Glasgow,” he said. “Likewise, if they’ve only ever
booked four or five-star hotels, there’s no point showing them three-star accommodation.” Hays IG managing director John Hays backed Picken’s view, saying CRM was “at the heart of everything we do. It’s the starting point for everything”. He said the tool was also key
in identifying non-returning bookers, and could also be used to automate ongoing customer communication.
“Once a booking is made a ‘thank you’ email is triggered.” Further emails are subsequently automatically sent, he added.
Bath Travel sales up 11% since takeover
Bath Travel’s shops registered an 11% year-on-year increase in sales in the year to October. Jane Schumm (pictured), Hays Travel’s retail and
training director, said Bath Travel had achieved sales of £123 million since November 2013 and earned £10 million in commission, a year-on-year rise of 12%. Hays Travel recently revealed it was changing
the logo of the Bath Travel stores to reflect that of its new owner. Hays Travel bought 60-store Bath Travel last year and is currently revamping 20 shops. The shops will feature the Hays colours instead of the traditional Bath red, and the interiors will have a new layout and less formal desks in a bid to attract a younger clientele. The first phase is due to be completed before Christmas.
CONFERENCE REPORT INDEPENDENCE GROUP
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