Hays Travel expands marketing team and hosts conference

Hays Travel held its first Connect Marketing Conference recently at its Sunderland head office amid continued growth of its marketing team.

The conference was the brainchild of Lisa McAuley, group strategy director, to acknowledge the efforts of marketing executives and to collaborate with other organisations with which Hays Travel works.

The marketing team has grown by 10% in the last six months and continues to grow.

“We are advertising for two senior level marketeers to join the team. These are exciting new positions that we have created to focus on cruise and long haul, areas which are of strategic priority to us,” said McAuley.

She outlined Hays’ long-term strategic priorities and marketing’s important role in achieving them, and owner Dame Irene Hays also talked about the important contribution marketing makes to the agency’s overall success.

Delegates heard that the summer lates campaign is a recent highlight, helping the company to achieve its targets, despite the slow start caused by the Euros and general election.

Other updates came from Kathleen Molloy, head of Vista sales and product, and Catriona Parsons, head of the cruise team.

Outside agencies who joined the conference included digital marketing agency Platform 195, ITV, Emplifi and All Response Media, which supports Hays with planning and allocating its media budget across channels including TV.

Platform 195 showcased its work for Hays Travel and tourist boards in the US and Australia, encouraging customers to consider lesser well-known destinations.

Work with ITV includes collaborating on Coronation Street, where there is a branch of Hays, while social media specialist Emplifi discussed demographic shifts, including how younger generations are using TikTok for search.

At the end of the day colleagues from Miles Morgan Travel won vouchers thanks to their ‘60 seconds to sell’ proposal.

David McNiven, head of marketing, said: “Our inaugural marketing conference was a great opportunity to meet the whole marketing team in one room.

“It was a chance to educate and motivate the team and I have received lots of positive feedback, as well as ideas for next time.

“With our supplier partners’ support we were able to demonstrate what we are achieving collectively, what service and insight each partner brings, and how we leverage their expertise to make the most of opportunities.

“There was a real mix of voices, and we saw great engagement in the peaks planning session, which generated some excellent ideas.

“Everyone enjoyed working with other teams or people they don’t see day to day, then continued the discussions as we headed to the local Keel Tavern for some well-earned social time together.”