Hays Travel to rebrand tour operator as ‘Vista’

Hays Travel Tour Operator Ltd (HTOL) is being rebranded as Vista from the end of 2023.

HTOL was set up in 2012, but Hays Travel has decided to rebrand its trade-only tour operator while expanding the product range and seeking further growth.

Kathleen Molloy will become head of Vista sales and product, with Tracey Luke becoming head of Vista operation. Both currently have the same roles at HTOL.

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Hays director of strategy Lisa McAuley said: “The time is right for us to refresh and relaunch HTOL and we are excited to see the opportunities that emerge as we develop Vista as a standalone B2B brand.”

Vista’s dedicated in-house product team will see Hays’ tour operation expanding beyond city breaks and beach holidays. Cruise and touring and adventure will be particularly important additions, according to Hays.

Molloy said: “Our newly expanded team can develop bespoke itineraries, particularly around cruise and touring and adventure, to ensure they are available to support travel agents in converting enquiries.

“We will also launch a refreshed portal for agents to respond to queries and confirm existing quotes.

“Our Vista team receive regular learning and development opportunities including overseas visits, supplier training, and progression plans to ensure they are equipped with the skills and knowledge needed to deliver a first-class service to agents.”

Molloy, who joined HTOL in May 2022, added: “We have done a lot of work to build HTOL’s expertise and reputation over the past three years and now is the right time to rebrand.

“It’s an opportunity to move our operation to the next level, by strengthening our existing relationships with agents and building partnerships with new ones.”

Vista’s operations team will support agents and supplier partners by offering a 24-hour emergency line for customers at UK airports or overseas.

Molloy revealed the rebrand to delegates at the Hays Travel retail conference in Vilamoura, Portugal, on Tuesday (November 14).

She said the top-selling HTOL destinations were New York, Thailand, Dubai, Bali and Las Vegas.

Luke, who joined HTOL in 2012, said feedback for the emergency line so far has been “amazing”.

She added: “Our aftersales team benefit from a continuous customer excellence development programme and the results have been transformational – as an example, our average speed to answer calls is now well under 60 seconds.”

McAuley said: “The travel sector is in constant flux, and we know that customer expectations and ambitions continue to rise – Vista is expertly placed to support travel agents with meeting the growing needs of their customers.”

Photo (from left): Kathleen Molloy and Tracey Luke

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