NEWS HAYS TRAVEL IG CONFERENCE 2015
Hays Travel Independence Group held its first conference since revealing plans to rebrand all Bath Travel stores. Amie Keeley reports from Portugal
Irene and John Hays flank new Hays Travel IG members outside the Tivoli Victoria hotel
Hays: Bath sales up but not to extent we’d have liked
Sales at the 60 Bath Travel shops acquired by Hays Travel have risen since the takeover, but not to the extent the company had hoped, its boss has admitted.
Managing director John Hays said this was the driving force behind the decision to rebrand the stores, which was announced by the company last month. He said the company had
invested a seven-figure sum in updating technology and refitting 20 stores, with 20 more scheduled. “The results are good but one of
the key objectives we had for 2015 was to get new clients,” he said. “We’ve increased sales, but not
to the extent we would have liked. We did some research and this showed the clients who booked with Bath loved the service. Those who didn’t said Bath was for older people and the shops looked tired. “Even though we tried to modernise, the old-fashioned reputation was sticking. “When we were thinking about
2016, we thought if we’re ever going to grasp the nettle, now is the time to do it.”
“One of the key objectives for 2015 was to get new clients”
Hays announced the rebrand
in October, having initially said it would retain the Bath name. A TV and radio marketing campaign in the south will kick off in January communicating the brand change, which Hays said was part of the company’s strategy to attract younger clients. Asked whether he was
Bath Travel’s 61 stores will be rebranded by Christmas
concerned about competition from south coast agents such as Fred Olsen, Hays said: “I’ve lived in a competitive environment all my life, so this is nothing new.”
Boss defends levels of staff retention
John Hays rejected claims there has been a high staff turnover at Bath Travel shops since he took over the business. Responding to questions over staff retention, Hays said: “The
statistics are not true. Our staff turnover is considerably less than the average for our sector. Bath is in line with Hays. Staff retention is good in the north as well as in the south.” Hays said there were more than 100 extra selling staff compared with when the group acquired the business two years ago. “It’s been a journey, but I’m delighted with the attitude and behaviours,” he added. “I think they feel a part of the family.”
Packages boom as customers seek security overseas
The popularity of package holidays is rising as people look for more security in case things go wrong when they are abroad. Talking about the industry as a whole, managing director John Hays said: “There’s a growing awareness that if you are on your own you are alone. Many are realising the value of not being on your own but of having a tour operator to get you home.” Hays predicted this trend
would continue next year. He said he was “thrilled” with the decision to stop dynamically packaging third-party product last year. “Our staff and managers
have embraced it and love it,” he added. “The retail agent is selling the flight and holiday, and there’s nothing that is going to come back and bite them.” Hays said the company had simplified options by having its own tour operator division, which gives agents the ability to dynamically package inhouse when necessary.
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travelweekly.co.uk 26 November 2015
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