Hays Travel has taken steps to grow its cruise business by signing a multimillion-pound deal with Cruise118.com parent World Travel Holdings (WTH).
WTH will be tasked with developing all Hays’ current cruise business outside of the Independence Group, including its cruise website, cruise call centre and 43 high street shops.
Bookings made via Hays’
cruise website will be operated by a new company formed by WTH (UK) Ltd and Hays Travel, which is likely to be called Hays WTH Ltd, and the profits shared between the two companies.
WTH co-founder James Cole, who will head Hays’ cruise division, said the deal was expected to result in a more joined-up approach between the three distribution channels.
Cole told Travel Weekly he will be undertaking a review of Hays’ business operation and will then present a strategy to “move the Hays cruise business forward”.
“This will undoubtedly focus on having three ways to book: the high street store, website and call centre,” said Cole.
“Across the whole group, there could be a more consistent approach across the different channels, the website and the 43 retail stores.
“Three ways to book, consistent messaging, a consistent approach towards commercial targets, more cruise packaging – these are the things we are setting out
to achieve,” he added.
Hays Travel founder John Hays said the overall commercial relationships between the agency chain and cruise lines would remain the same.
The partnership will also see the launch of a long-haul operator, Sixstarholidays.co.uk, which will be part of the Independence Group and new company Hays WTH. Hays also agreed this week to switch GDS provider from Amadeus to Travelport.