NEWS THE INTERVIEW


to support me, which she has. Irene and I work closely together,” says Woodall-Johnston, who stresses: “I wish the circumstances had been different.” Becoming chief operating officer


during one of the most challenging times in the company’s history was never going to be easy but Woodall- Johnston wasted no time getting stuck in. He joined the board a few days later. “The board and staff pulled together. The drive for all of us was to do this for John and the business,” he says. Woodall-Johnston continues:


“The industry had little visibility of what was happening within travel. There was no day-to-day guidance. However, we were fortunate in that we had cash in the business because John and Irene had not taken a dividend for 10 years.”


Shops Hays Travel’s high street presence has seen large-scale growth in recent years, largely due to the addition of Cook’s shops. It was bolstered further in the pandemic when Hays bought Tailor Made Travel in Wales. In 2021, the firm closed 86


shops, mainly ex-Cook, as national lockdowns and travel bans took their toll on the sector. The retail estate now stands at 460 shops, but the group continues to be on the lookout


travelweekly.co.uk


In the pandemic, you had time to process amendments. Now we’re seeing big schedule changes and you have to do it to a deadline


for more – chains and standalone independents – to plug gaps in its network nationwide. “We’re not about being the


biggest, it’s about the right locations,” says Woodall-Johnston. The group is also continuing to


invest in its existing network, with a plan to roll out digital LED screens across all shops by March 2023. “The screens offer us speed to


market so we get deals to the shops quickly,” he adds.


Homeworking and IG The group’s homeworkers number well over 500 and span three divisions – Premier, Personal Travel Consultants and Explorer Travel. The Hays Travel Independence


Group has more than 130 members – high street, online and homeworking agents – and attracted 18 more during Covid. A 25% increase in the size of the


homeworking network is targeted in the next 12 months, while a three-


strong on-the-road support team has been introduced for Hays IG. The ultimate aim is to move more


homeworkers to Hays IG. “If we can get our homeworkers into the IG arena they are more successful; that’s better for them and for us.”


Cruise Increasing sales of cruises has become a strategic focus post-Covid. Woodall-Johnston credits the


decision of cruise lines to operate domestic itineraries during Covid for boosting demand and bookings. “Cruise has become a bigger


part of the business. It’s one of the areas that’s seen the biggest growth,” he says, insisting it has not been to the detriment of other sales but “incremental business”. To capitalise on the growth, the


group is running 12 exclusive charter flights for escorted cruises in the Caribbean this year and next year in a tie-up with P&O Cruises, and expects to run more in 2024-25.


Trading Like the rest of the industry, Hays Travel endured one of its toughest- ever trading periods in 2020-21 but has enjoyed “really buoyant” trading this year. “The feedback is we’re outperforming the market. We’re delighted,” says Woodall-Johnston. He has good reason to be upbeat,


as the percentage of new customers has risen from 19% of overall group customers prior to the Cook acquisition to 52% now. Clients are not only booking


but also spending more on multiple holidays. Top sellers include Dubai, the Maldives, the Far East and the US. While Woodall-Johnston says the


cost of living is not impacting sales, he admits scheduled airline changes are hiking up pressure on agents. “In the pandemic, you had time


to process amendments and refunds for customers given there were travel restrictions. Now we’re seeing significant schedule changes and you have to do it to a deadline.”


Looking ahead The company will host its first retail managers conference for three years in November and Woodall-Johnston is as enthusiastic as the staff about the chance to network and let his hair down. “It’s going to be nice to get back together,” he says.


1 SEPTEMBER 2022 13


PICTURE: Focal Point Photography


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