NEWS THE INTERVIEW


Theme: ‘Leading the Way: Envisaging and Inspiring in Extraordinary Times’


Date: October 13


Venue: East Winter Garden, Canary Wharf, London


Fees: Abta members/partners £295 in-person, £155 online; Non-members £395 in- person, £255 online


Register at: thetravelconvention.com


agents with? We’re looking at more short-haul.” Pollard is targeting growth in areas


such as touring in Italy and its DMC Destination Asia, which operates in seven countries. She notes the Indian Ocean and Dubai have “really strengthened” and dnata is “keeping our stronghold there, as we are in Orlando”. Pollard has instigated a “cohort


analysis” of the whole UK business. This, she says, will “look at how every customer comes in and will assign them to a different cohort”. “In the B2C space, we’ve been


hooked on the drug of paid acquisition. But if you acquire a customer through meta [data], how long are they with you?” she questions. “In our [Travelbag] stores, there


is much more affinity with the brand. We underestimate the halo effect of that high street presence. We are not ruling out more shops. We will be opportunistic. “We see an opportunity,


particularly coming out of Covid, that people need higher-touch service and wanting these experiences more – and this doesn’t just apply to our Travelbag agents, but all agents.”


travelweekly.co.uk


Referring to Netflights, she is


“We’ve got to be where customers want us… in a shop, on the phone, on WhatsApp, rather than forcing how our customers speak to us”


She says dnata Travel UK has more


virtual agents following the pandemic. “What’s important to a customer is that they can get hold of you,” she said. “We’ve got to be where customers


want us…in a shop, on the phone, on WhatsApp, rather than forcing how our customers speak to us.” But she will ensure a “healthy


differentiation” between the group’s brands is maintained, adding that the higher the cost of a holiday, the higher touch there is likely to be.


Cost-cutting Pollard says a lot of cost has been cut out of online travel agency Travel Republic – including by servicing some calls in Belgrade, Serbia. She says the product mix is changing under new managing director Antonio Fellino, who is based in Dubai.


“Europe will still be Travel


Republic’s mainstream, but we are shifting more to Dubai, Ras Al Khaimah and the Maldives –places where we have destination dominance and strong purchasing,” she says. “The Travel Republic customer


has matured. It’s all about price and availability, ease of booking and the value addeds such as free transfers, upgrades and drinks packages.” Asked about Travel Republic’s


competitors – some of which gave up Abta membership over Covid refund policies – she says: “It’s not about size, it’s about profitability and reputation with the customer. “One of our challenges is that


we don’t get hooked on a race to the bottom on price. It needs to be less about volume and more about putting the customer at our heart.”


“cautiously optimistic”, saying: “On the Monday of the announcement of the US border reopening, we booked more flights to the US in seven hours than in the whole of August. But we’re still in a fragile environment. We’ve still got challenges.” Pollard described dnata Travel


UK as “a sleeping giant”. “Outside of the industry, we’re the


most unknown travel business for our size,” she says. “Across the value chain, our brands touch many points. We need to make sure to point each brand to where we can win, taking advantage of opportunities and being agile.” But she says there are still gaps in


the business. “I’m a big believer, from my strategy background, that you’ve got to fix your core first. We’re still on a journey. We’ve got to get that right. It’s nice to have shiny new things, but I’m not going to get too distracted. “We’ve got lots of opportunities


and there will be plenty more over the next year, sadly. My M&A background shows this will be a part of my plan


but, for now, just watch this space.” › Ailsa Pollard is due to speak at Abta’s Travel Convention on October 13


7 OCTOBER 2021 11

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