NEWS CONFERENCE REPORT


Hays Travel IG Conference 2018: Consortium hosts more than 80 agent members at annual event. Ben Ireland reports from Carvoeiro, Portugal


John Hays


Senior Hays figures and members


Hays on track for 180 shops despite axing WHS outlets


Hays Travel expects to open its 180th branch before Christmas but is pulling out of its concessions in WHSmith.


The UK’s largest independent


travel agency currently has 171 shops following an opening in Hull last week. Retail director Jane Schumm said: “We feel retail needs to remain the lion’s share of our business, and we are delighted that it is.” The chain has expanded rapidly in the past decade. In 2008, Hays Travel had 32 shops. Since then it has grown through openings and acquisitions, the largest of which was the buyout of Bath Travel and its more than 60 stores in 2013. Retail sales have grown by


486% since 2008. The number of agents Hays employs has risen by 371%. And the number of divisional managers has increased from four to 13. But managing director John


Hays admitted the move to open concessions in WHSmith – announced in October 2017 – was a “mistake”. Three pilot stores were opened in Plymouth, Exeter


“We recruit people without experience but who have bright, smiley personalities”


and Leeds White Rose shopping centre this year. Plymouth and Exeter have been closed with Leeds to follow before Christmas. However, Hays said it was important for businesses to take risks and that the WHSmith deal had looked like a “good opportunity with a well-known brand”. Schumm said Hays Travel’s


apprenticeship scheme and training programme supported its rapid growth. She said: “We recruit people without experience but who have bright, smiley personalities.” Hays Travel’s Ofsted-accredited


apprenticeship scheme, which has trained 161 young people this year, won the ‘north east large employer of the year’ gong at the 2018 National Apprenticeship Awards. “I have faith and trust in our training team,” said Schumm.


12 travelweekly.co.uk 11 October 2018


Jane Schumm


Use Feefo reviews in your marketing, IG members told


Hays Travel Independence Group members were urged to trust in their own customer service and use reviews in their digital marketing. The consortium has a partnership with online reviews platform Feefo and advised IG members to use the service, which vets reviews to ensure they are by genuine customers. Managing director John


Hays said: “Clients that can be bothered to go to the effort of leaving a review are your most valuable. Most are positive and we don’t censor anything. “You can use it in marketing


to showcase your fantastic service. It will make you stand out from your competitors.” Hays Travel branches have a 30% response rate to review requests, Hays revealed. Retail director Jane Schumm,


Commenting on the availability


of experienced travel agents in the recruitment market, she said: “The pool of qualified agents is very different to 20 years ago. We are fishing in a small pond now.”


meanwhile, said members who used Hays’ admin tool Know Your Customer, which stores enquiries, bookings and notes made by agents, had seen their conversion rates rise by 13%. “It gives a single view of a


customer and lets you offer personal service,” she said.


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