'I didn’t appreciate the work involved', says Steve Williams after setting up agency

Former Fred Olsen Travel boss Steve Williams says he now fully appreciates the work involved in setting up a travel agency – after coming out of retirement to open his own high street shop.

Williams had 200 staff and helped grow the Fred Olsen Travel chain to 23 branches by the time he left at the age of 65 last year after a 20-year stint as managing director of the group’s travel agency and tour operation.

Now, having set up Go Explore Travel in Halesworth, Suffolk, in December as an Advantage Managed Service agency, Williams said the experience had opened his eyes to the challenges and enjoyment of working on the frontline.

More: Ex-Fred Olsen Travel boss comes out of retirement to open agency

He admitted: “I missed it [travel]. I thought opening up an agency would give me a sense of belonging to something [but] I didn’t appreciate the work involved.

“In the old days [at Fred Olsen], we’d say, ‘why don’t we open here?’ and I would walk in weeks later when it was done, but this time I had to do everything myself. I don’t think I fully appreciated the work involved. There’s a lot to think about.”

He added: “The hardest thing was knowing how much marketing to do. I didn’t want to spend a fortune. Before, I always had Fred Olsen above the door, but Go Explore Travel is a brand people don’t know.”