CONFERENCE


Members told to embrace demand for future seasons


I


ndependence Group members were urged not to take a short-term focus during the January peak sales period amid


ongoing demand for longer-term bookings. Hays Travel owner Dame Irene


Hays said members should “simplify and crystallise” peaks messaging, reiterating a focus on a “polarised” boom in luxury and package sales she previously highlighted at Travel Weekly’s recent Future of Travel Conference. Noting demand for both


imminent travel and longer-term sales, she said: “During peaks, don’t just focus on late sales, allow people to look further afield, and that applies to both cruise and land (holidays).” Hays highlighted a resurgence


in demand for travel agents’ service and expertise, citing 1,437 changes in


Despite all the


bad news we know travel is resilient to the cost-of-living crisis at the moment


Foreign Office travel advice since the start of the pandemic as one of the reasons consumers were increasingly turning back to the trade. She also said recent research


flagging a lack of trust in the travel sector did not apply to agents. “They say trust in travel is at a


low point but this includes trains and airlines,” she said. “The evidence we have is that our


business and your [IG members’] businesses are not included in that. “It is distorted in relation to travel


agents and I would take it with a pinch of salt.” She added: “We are not reckless


and we are monitoring the impact of rising costs of living closely, but many of our business models are in the growth areas of luxury, package and beach holidays. “Despite all the bad news, we


know travel is resilient to the cost-of- living crisis at the moment and will be for the foreseeable future.” During a passionate and


emotional conference speech, Hays also thanked members of the group for their support following the death of her husband and Hays Travel founder, John, in 2020. Explaining that members had


“stepped up to the plate and offered support and guidance”, she added: “Since John died, these partnerships have become much more profound.”


Cruise remains key focus for growth across group


Growth in cruise sales remains a core focus for both Hays Travel and the Independence Group, delegates were told. Woodall-Johnston said cruise was one of the


fastest-growing parts of the business and highlighted investment in the company’s cruise contact centre.


MSC Grandiosa Meanwhile, Marson said cruise was proving lucrative


for IG members, with an average selling price of £1,507 and an average margin of 10.4%. Catriona Parsons, Hays Travel head of cruise


commercial, said IG members currently account for 19.6% of Hays’ overall cruise business, but flagged that 86% of cruise revenue was generated by just 17% of members. The current top suppliers for IG members are


MSC Cruises, P&O Cruises, Celebrity Cruises, Royal Caribbean International and Marella Cruises, with improved commissions being negotiated with many lines. Parsons highlighted strong demand for luxury and


bucket-list cruises, in addition to river cruise, with trends including wellbeing and green cruising, solo travel and off-season itineraries. She added: “There are four years currently on sale


and being able to offer direct debit payments makes it even more affordable.”


10 13 OCTOBER 2022


More tools have been introduced to support Independence Group members, including the rollout of a management information system called Pyramid. Marson said the system offered “more


visibility and transparency” on consumer trends and data, with all IG members adopting it since its introduction after the consortium’s March conference. A new email platform called


Campaigner has also been piloted by a number of members ahead of a full introduction for turn-of-year. Marson hailed the introduction and


promotion of direct debit payment plans, with a 75% reduction in merchant service fees, and said the group’s Covid debts


IG rolls out new system


Natasha Marson (left) and Dame Irene Hays (right) congratulate ‘best new business’ award winner Scapa Travel


Natasha Marson


Hays Travel Independence Group UK Conference 2022:Consortium mem


travelweekly.co.uk


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