p18 Columnist jan23 20/1/09 15:56 Page 18
news comment
ttglive.com
Jill Gardner Hays Travel
“Today’s climate calls for
non-nonsense measures.
We need to be efficient,
practical and innovative”
I
t seems that with every day of 2009 We should also be working closer than ever
we are dealt yet another portion of with our suppliers to ensure we can provide the
doom and gloom. And there’s no point best deals possible and be constantly on the
trying to deny things. It’s going to be a ball to spot opportunities to improve our sales.
tough year. Rather than general ideas, today’s climate
But rather than bemoaning the state of calls for no-nonsense measures, looking at
play, what we should be doing is taking a every detail of our businesses through a
proactive stance to ensure our businesses microscope, knuckling down to the detail and
survive and, furthermore, come out the becoming as efficient as possible.
other end of this tunnel fitter as a result. We need to be practical and innovative,
The theme of our Hays Travel harnessing cost-effective modes of marketing.
Independence Group conference before This is something that Hays Travel branches
Christmas was Winning in a Challenging have always done very well. Managers get out
Environment. Our objective was for each into the community and build bonds with other
member to take away two practical tips local businesses, schools and groups. These
or things they could implement when methods cost little but are vital in encourag-
they got back to their businesses. ing local loyalty. And every booking counts.
Hopefully, the ideas we generated I’ve heard Hays Travel boss John Hays
collectively out in Marbella will put us relay this piece of advice many a time.
ahead of the competition as a group. And it is true: local loyalty and repeat
Now is definitely not a time to be out on a business created through cost-effective,
limb; the advice and ideas generated through innovative marketing methods is essential.
talking to our peers will go towards getting us John will tell you how when he first set up
through this together as an industry. an agency, in Seaham, he donated a trophy to
In hard times like these we are experiencing the local school and went along to present a
at the moment, people need that all-important geography prize every year. That trophy is
holiday more than ever. People get so fed up still being used today and keeps the local
with the miserable situation that they really community in touch with us, so it was certainly
need something to look forward to. And we are worth the few quid it cost all those years ago.
in the right industry to provide that for them. So let’s make the most of every opportunity,
But people are not in the mood to take a work every call and get back to basics. We
risk with their money, so financial security, might just weather this storm together.
as well as exceptional customer service, are
the keys to gaining our customers’ trust. Jill Gardner is commercial director of Hays Travel
18 23.01.2009
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