With a clear strategy for the next two years, Hays Travel, the largest independent travel agency in the United Kingdom, used its annual international Overseas Conference held in the Peloponnese to highlight its central goal: to achieve an equal distribution of sales between short-haul, long-haul and cruise markets by 2027.
The shift to flight-only, the comprehensive promotion of long-haul and new opportunities in cruises form the triptych on which the company is building its growth by 2027.
Short-haul: The largest base, but also the biggest opportunity
Chief Commercial Officer, Claire Gibson, emphasized that short-haul bookings continue to constitute the largest part of portfolio. However, she noted that there is significant room for improvement.
She specifically mentioned flight bookings, which are in greater demand than ever before, and which will help reach new customers by helping to boost short-haul sales.
The most popular destinations for flight-only travel are the US, Canada and Australia, which, she stressed, “bring high-spending customers.”
Long-haul: Steady growth and outreach strategy
Gibson said that long-haul is “moving on a very positive trajectory,” especially the use of last year’s conference as a platform to encourage more long-haul bookings.
Although January and February remain the strongest months, she stressed that long-haul should be an ongoing priority.
To support this strategy, Hays Travel launched its new ‘Worldwide’ brochure a month ago, which was sent to more than 100,000 homes. At the same time, the company is revamping its websites, giving greater visibility to long-haul content and distancing itself from the perception that it only offers budget holidays.
Cruises: The ‘one third’ of the window and the big bet
Cruise chief Catriona Parsons has called on agents to dedicate a third of their ‘window’ and social media posts to cruise products.
She said the ‘flight, cruise and accommodation’ segment presents the greatest growth potential, while the biggest increase is in river cruises, which offer high profit margins and are suitable for British travellers.
The conference takes place from November 10 to 17 at the Aldemar Olympian Village in Skafidia, Ilia, bringing together more than 500 travel consultants.
