CONFERENCE


Hays urges IG members to diversify sales efforts


H


ays Travel Independence Group agents are being urged to increase their focus on luxury,


touring, river cruise and foreign exchange sales. Speaking at the spring conference


in Chester, Hays Travel chief operating officer Jonathon Woodall-Johnston stressed the group continued to target a third of sales from each of short-haul, long-haul and cruise. But he said the focus for 2026-27


was to broaden the product mix further within those segments. Woodall-Johnston said: “We


have seen that things have changed within the industry: the [increased] importance of luxury travel but also evolving customer demands.” In January and February this


year, short-haul sales still dominated, making up 50% of IG’s sales mix while long-haul accounted for 30%. Cruise claimed 16% – up from 6% three years ago – while 4% of sales came from other products.


Things have changed within the industry: the [increased] importance of luxury travel and evolving client demands


Head of cruise Catriona Parsons


hailed the rise in cruise sales but encouraged IG agents to turn their attention to river and luxury cruising, citing higher commission, all-inclusive pricing and higher repeat numbers. “You will earn more and it’s really


suited to UK customers,” she said of river cruises, adding luxury cruises were also a “great earning” opportunity. Foreign exchange also represents


a sales opportunity, IG members were reminded. The number of agents selling foreign exchange has risen from five members last year to 19 so far this year. But Woodall-Johnston noted: “That only represents 16% of the


IG group. There is still a significant opportunity.” He also urged more members to


tap into travel insurance by becoming appointed representatives for travel insurance partners. Currently only 8% of IG’s 120-plus members are signed up to sell travel insurance. As part of the push to achieve a


broader product mix, IG members are also being encouraged to join Hays’ Steps to Success programme to increase their knowledge and confidence of destinations and suppliers they are less familiar with. The programme, launched pre-


Covid, invites agents who have not sold certain destinations or suppliers for the last year to join a 45-minute ‘supercharge’ training session prior to products being promoted. Last year, the group delivered 335


workshops on 21 destinations and suppliers, attended by 19,000 agents. Three months after training, these agents generated 2,500 bookings, worth £14 million, during 2025.


Group head predicts ‘big bounce-back’ when war eases


The head of Hays Travel Independence Group has told members to be ready for a “big bounce-back” in sales when the war ends. The group is enjoying strong lates


demand despite softer trading in March and April due to the Iran war. Head of Hays Travel IG Harriet


Thompson said: “Once the world starts to settle there will be a big bounce-back. Make sure you are capitalising on those late sales.” She added: “It aids


cashflow selling lates. “There are


10 Harriet Thompson 30 APRIL 2026


still people who want to travel – are you ready for that?” The comments follow a strong performance for Hays


Travel IG’s financial year, with overall sales up 13% to the end of March. However, after a “soft” February, particularly for the family market, March sales were “significantly” down. Thompson said margins were under pressure,


adding: “We’re seeing a really competitive industry at the moment. “While March isn’t quite where we want it to be, and April is the same, it doesn’t take away from the


overall strength of the year’s performance.” The group also reported a marked increase in


cancellation rates due to Foreign Office advice against travel to the Middle East.


New quotes system ‘bo


Hays Travel is to roll out its new holiday quotes system to IG members after conversion rates in the group’s own retail network increased by 8% in the first week. The “significant” investment in the


group’s Traveltek iSell booking platform could save 20%-30% of the time agents spend on booking administration, according to Jonathon Woodall-Johnston. The new system allows agents to create


tailored, branded holiday quotes from different tour operators and removes the need to manually type in details at the later booking stage, he said. It was rolled out to Hays Travel’s shops in March and will be launched to IG members in May.


Jonathon Woodall-Johnston


Hays Travel Independence Group Conference 2026: Members discuss


travelweekly.co.uk


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