Hays Travel’s Atas Ambassador: ‘There is a tour for everyone’

The manager spearheading Hays Travel’s push into the touring and adventure market says her passion for the sector helped her to win the Atas Ambassador Award last month.

 

Georgina Why, acting long-haul and touring commercial manager, was presented with the honour during Travel Weekly’s Agent Achievement Awards ceremony by Claire Brighton, director of the Association of Touring & Adventure Suppliers (Atas), pictured second left.

 

Hays Travel also won the Touring and Adventure Agency of the Year award, plus the national High Street Agency of the Year (Large) award and three regional awards for large agencies: Northern England; Central England and Wales; and Southern England.

 

Her career started 12 years ago at the age of 17, joining Hays Travel as an apprentice after studying travel and tourism at college.

 

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“I always knew travel was my passion…it is an amazing feeling, being a part of an industry that makes this happen,” she said.

 

“I have worked extremely hard across my career to support touring and adventure.

 

“Before becoming a manager, I account-managed touring suppliers and grew a passion for this holiday type within the market.”

She is also a “proud” member of the Atas agent advisory group, as it gives her the opportunity to give feedback to the association.

 

“I have built exceptional relationships with touring and adventure partners and will always be on hand to support their businesses in any way I can,” she added.

 

“Throughout my career, I have been offered countless progression opportunities by Hays Travel and its leaders to develop my skills and experience which has made me the driven individual that I am today.”

 

She leads a team of three who look after touring suppliers, helping the agency to become experts in the sector.

“Hays Travel stands out with our consistent innovation, and touring plays a big part of this,” she said.

 

“Commercial is a fast-paced, multi-tasking environment. It’s a target-driven role and no two days are the same.

 

“We are heavily involved in all commercial negotiations from campaigns, events, marketing and commercial terms for the business, rewards for our agents across the group, and much more.”

Since Hays Travel began its touring and adventure focus 18 months ago, the agency has seen “consistent double-digit growth” in the sector, with that rate of expansion expected to continue throughout the rest of 2026.

 

“Touring holidays offer the unique opportunity for customers to experience the very best of what destinations have to offer, with the 24-hour support to create a trusting and loyal environment,” added Why.

 

“There may be an out-dated stereotype of who should go on a touring holiday, but I strongly believe there is a tour out there for everyone.

 

“We work closely with suppliers to run exciting training events, and, of course, familiarisation trips have worked wonders, with a lot of travel agents experiencing touring holidays for the first time and being blown away.”

Other initiatives include Best of Touring, a 100-page brochure for customers, and competitions for clients and agents.

 

Recalling the night of the AAAs, she said her award was “a big shock”, adding: “I was nominated for this award seven years ago and was incredibly honoured to have even been shortlisted at the time.

 

“To win this award and represent Hays Travel was an amazing feeling. I am thrilled to be recognised across an industry full of exceptional, experienced and great travel people.”

 

Commenting on Hays’ wider success at the AAAs, she added: “I am always so proud when anyone across the Hays Travel group wins an award. We really are all one big family – whether this be head office staff, retail agents, homeworkers or independent group members.

 

“We work extremely hard. Everyone has an important role to play and we are all very passionate about what we do and the successes we have.

 

“Winning the Touring & Adventure Agency of the Year award was yet again another massive accomplishment for Hays Travel, and credit to my fantastic team and everyone who supports touring across the group.”

 

News of the awards was promoted on the Hays Travel careers Facebook page as Why was “eager” to showcase their touring and adventure success.

 

She also hailed Atas for its work in the sector.

 

“Without this association, I don’t think touring would be as successful as it is today,” she said.

 

“The Atas team are outstanding, even though there are only three of them, from regional events, conferences, training, familiarisation opportunities and more.

 

“The Atas conference is one of my favourite industry events,” she added.

 

“The information shared at this conference is extremely valuable and helps me shape what plans to put in place throughout the following 12 months.

 

“We can speak to all our touring suppliers in one go.”

 

Commenting on trends, she said Asia is selling “extremely well” as touring is “a must” for destinations such as Japan, China and Thailand.

 

“Touring holidays with the extension of a beach, city break or cruise is certainly something that has caught the eye of a wider audience,” she continued.

 

“Italy is always popular place [and] I can see there a change in the younger generation as people want to see the very best of the world, thinking about what would look good on social media.

 

“Credit to the touring suppliers who are always thinking of the next thing and bringing exciting new itineraries to the catalogue.”

She has been lucky to travel on “numerous” touring holidays, from Italy to Morocco, and will be heading to South Africa in April to celebrate her 30th birthday.

 

Jonathon Woodall-Johnston, chief operating officer of Hays Travel, said: “We are incredibly proud of Georgina. Winning the Atas Ambassador Award is a fantastic achievement and a reflection of the hard work and dedication she and her team have put in to making Hays Travel the Touring and Adventure Agency of the Year.

 

“Georgina began her career with Hays Travel as an apprentice, and her success is a true testament to what can be achieved through hard work, passion and commitment.

 

“She is an inspiration to others starting out in the industry, and this award is thoroughly deserved.”

 

Claire Brighton, Atas director, added: “It was a delight to present Georgina with her award at the AAAs.

 

“All the judges mentioned her passion and enthusiasm as her outstanding quality.

 

“Her dedication to touring and adventure is inspirational and is paying dividends for Hays Travel.”