NEWS — CONFERENCE REPORT
Almost 100 Hays Travel Group IG
members attended the conference
New cruise software was unveiled to members of the Hays Travel Independence Group at their annual conference. REBEKAH COMMANE reports
Hays’ Bolsover tie-up to fuel cruise growth
Hays Travel expects a partnership with Bolsover Cruise Club and the introduction of new cruise packaging software last month to maintain its growth as a cruise retailer. Speaking at Hays Travel Independence Group’s (Hays IG) annual UK conference in Birmingham, managing director John Hays said cruise was an increasingly important part of the business. After revealing overall
margins had “gone up” in the past financial year, he outlined the group’s partnership with Bolsover Cruise Club in creating exclusive cruise-and-stay packages. “We’re delighted that one of
the UK’s largest agents, Bolsover Cruise Club, has chosen to partner with Hays for our differentiated product,” said Hays. The process of packaging cruise holidays has also been simplified for Hays IG members with the introduction of a new booking system. The technology, which assists agents with bookings for fly-cruise packages and complex itineraries, was demonstrated at the conference. Agents have the option to either build a bespoke cruise package or opt for a ‘quick package’. Fly-cruise bookings automatically select flights the day before a cruise departure and accommodation is booked
through Hays’ own bed bank, Hays Beds. Hays IG reported a 29% rise in
profits in the year to March 31, with the average transaction value per passenger increasing from £754 to £770. Hays Travel’s own operator tour
operator was the fourth-biggest supplier to the group during the period, behind Thomas Cook, Jet2Holidays and Tui.
Agents urged to seek feedback and highlight USPs
Agents have been urged to obtain more feedback from customers and to promote their unique selling proposition (USP) to outdo the competition. Neilson chief executive
John Hays ‘Focus on what is best for a customer is best long-term strategy’
Having set up her successful agency, Designer Travel, seven years ago, Amanda Matthews (pictured right) drew on her own experiences to advise Hays IG members on how to win over customers. “We can sell anything but we openly promote only luxury,” Matthews told delegates. “We are here to sell dreams and customer service is always the cornerstone of our strategy. We have very few brochures and
are careful about what we rack. “When marketing luxury, you
have to think about how you present yourself on the web, on social media and in store.” Matthews said her
team think about what is best for the client, rather than trying to make extra on a booking. “A client’s
lifetime 10 •
travelweekly.co.uk — 30 April 2015
business is far more important than making £28 or £128 on a booking,” she said. Matthews highlighted
the following as key to impressing customers: l Taking on real travel experts; l Treating customers as individuals; l Never saying ‘no’; l Recommendations and effective communication.
Richard Bowden-Doyle told the Hays Travel Independence Group conference in Birmingham last week that “being different is more important than being better”. He said innovative companies would always outperform complacent ones. “We delude ourselves that it is more important to be better. You should be asking how you can be different.” Bowden-Doyle said Neilson had been a traditional ski operator, but unreliable snowfall meant it needed to diversify, and it found its niche by offering beach clubs with all-inclusive activities such as watersports. “I implore you to get more
feedback,” added Bowden- Doyle. “Ask clients whether they would recommend you to their friends. “If your customer spends £5,000 on a holiday, their friends probably will too.”
CONFERENCE REPORT INDEPENDENCE GROUP
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