Hays Travel North West has reported it is trading at “similar levels” to October 2019 and hailed a flurry of recent relaxations of travel restrictions for the sales boost.
Managing director Don Bircham told Travel Weekly the miniple – 40% owned by Hays Travel – took on a further six branches from Hays Travel over the course of the pandemic.
It now has 44 shops, up from 38 in August 2019. Some of the additions are former Thomas Cook shops that were acquired when Hays Travel took on the company’s entre retail estate.
“We have come out of the pandemic strong,” said Bircham, who led a meeting of all 44 of the miniple’s managers at its head office in Wrexham this week (pictured).
He told Travel Weekly: “It’s been a really challenging time, and there’s no hiding from that, but we are trading at similar levels to October 2019 now, which is terrific.”
Bircham hailed the combination of the government’s removal of countries from the red list, lateral flow tests being accepted for arrivals’ day-two tests and the announcement of the US reopening on November 8 as among factors contributing to stronger sales, but said the key factor was the UK government dropping the need for a pre-departure test in resort before flying home.
“That was a big fear for people, who didn’t want to get stranded abroad, “ said Bircham. “Once that was dropped we’ve seen an increase in bookings.”
He said Hays Travel North West returned to profitability in September, and revealed that the group was trading at 40%, 50%, and 60% of 2019 levels earlier this year as sales gradually grew.
“As each requirement lifted, business came in,” he said. “But it really started to build in September.
“Once people saw others coming back, and tested the airport experience for themselves, people have realised how easy it is to travel. That’s helped. And because people haven’t been away for so long, they’ve been thinking ‘let’s get booked’.
Bircham said about 45% of current sales were for the lates market, so for travel up to the end of December 2021, with the rest into next year and beyond.
“Some people have gathered up some cash and others have put life into perspective and want to prioritise special holidays.”
Bircham reported an increase in bookings of high-value trips for travel next year, and said he was confident about turn of year sales.
He added: “November and December are usually quieter months in terms of bookings, but I think they will be good this year. January, with a fair wind, could be very good. I’m confident.”
Commenting on the managers’ meeting, he said: “It was o nice to get everybody under the one roof, after being on Zoom calls for so long. We talked about a lot of encouraging things, like putting bonuses and incentives back in place for staff, ordering uniforms.
“It’s exciting, and feels like a return to normality. I could really see the positivity in people’s faces.”