Your Stories: Fred Olsen Travel’s Paul Hardwick on plans for 25 shops and his personal milestones

Agency’s retail director tells Samantha Mayling about his career and winning this year’s Atas Ambassador award

Q. How did you start in travel?
A. After studying leisure and tourism at college, I joined Travel World, an independent agency in Norwich, in 1997. My first booking was for a couple flying from Norwich to Gran Canaria. We also dealt with crises, such as 9/11 in 2001 and Hurricane Katrina in 2005. We had corporate customers on oil rigs in New Orleans when Katrina hit. I got a call on Easter Sunday, and got four people home that afternoon, ahead of the hurricane. When the agency was sold, I set up my own agency, Hardwick Travel.

We had corporate customers on oil rigs in New Orleans when Katrina hit. I got a call on Easter Sunday, and got four people home that afternoon, ahead of the hurricane

Q. Why did you move to Fred Olsen Travel?
A. In 2008, the financial crash hit corporate travel and clients went from business class to economy. Working for myself, I was so busy I never saw anyone. I met [Fred Olsen Travel managing director] Steve Williams and sold my business, joining [Fred Olsen Travel-owned] Thorpe Travel’s Norwich branch in February 2009 and going on to become branch manager. Within a year, I’d almost doubled turnover and the passion for travel returned.

I was appointed head of commercial, then this April, became retail director, with responsibility for 18 retail shops, 57 franchisees and six licensees

Q. How did your career develop?
A. I feel I’m an ‘intrepreneur’ – an entrepreneur opening businesses, but with Fred Olsen’s money. I became group retail manager, running six shops, and within a year, I took over the corporate side at head office. After Hays Travel bought Bath Travel [in 2013], they went for a younger market, so we opened in Hampshire and Dorset. I was appointed head of commercial, then this April, became retail director, with responsibility for 18 retail shops, 57 franchisees and six licensees. We grew despite the pandemic, opening in Ferndown, Dorset, and Beccles, Suffolk. I met the Beccles manager on a bench due to Covid restrictions – then we painted and fitted it out ourselves. I also helped paint Travel Norwich Airport when we took it over. In East Sussex, we spotted a lack of agents, apart from Hays and Tui, so opened in Heathfield in January 2022; it’s on target to deliver £1.75 million in its first full year. The Eastbourne concept store opened in mid-July; in its first full month, it’s become the group’s third-best store. We want to reach 20 owned stores by the end of the year, and 25 by 2025. Concept stores give us more flexibility. During the pandemic, I worked in my garage with rabbits for company, managing refunds and furloughs to try to retain staff. The board invested to keep us going and expand. That’s why I’ve been at Fred Olsen for so long. I’m still as passionate and feel the success as much as when I was on my own.

In East Sussex, we spotted a lack of agents, apart from Hays and Tui, so opened in Heathfield in January 2022; it’s on target to deliver £1.75 million in its first full year

Q. What trends are you seeing?
A. Last year, it was all about Australia. This year, it’s the Med and last-minute bookings. Even in July, 40% of bookings were for the next three months. Cruise remains the bestseller and river cruising is coming back. Tours to the US, Canada, India and Africa, and solo tours, have been phenomenal. There are challenges such as wildfires, but our weather is so poor, people just want to get away. There will be a shift over the years as people will want to visit more-northerly destinations. Coming out of the pandemic, retirees were keen to book holidays – and with agents. Most clients saved money in the pandemic and don’t have mortgages. Their average age is 67, and the average booking is £4,500 – £900 more than before Covid. The franchises are similar: customers who would have booked direct or online before now see the value of a travel agent. Clients are spending more money and going away two or three times a year – they’d taken it for granted they could travel when they wanted and no longer want to put things off.

Clients are spending more money and going away two or three times a year – they’d taken it for granted they could travel when they wanted and no longer want to put things off

Q. Why did you become a non-executive director for Advantage?
A. I took it on just before the pandemic, for personal development and growing my skills. It gives me a wider view and helps with my role at Fred Olsen. It’s been massively beneficial and helped me in my career. If you invest time in events such as the AAAs and Globes, and network, those relationships are key to growing your business. I am attending about 10 conferences this year.

If you invest time in events such as the AAAs and Globes, and network, those relationships are key to growing your business

Tell us about the Atas Ambassador award at Travel Weekly’s Agent Achievement Awards

A. It was so unexpected to get the award. I’ve always been a big supporter of Atas, taking new starters to conferences and liaising with tour operator partners. For those new to the industry, Atas conferences are great, as agents get to see the excitement and to meet touring and adventure people. Atas is brilliant – it adds to our business, and we work closely with touring and adventure operators. We give the suppliers good growth because of our demographic. Touring is popular with our market, so we do lots of promotions and in-store events such as afternoon teas. We did more than 100 events in shops last year.

Atas is brilliant – it adds to our business, and we work closely with touring and adventure operators. We give the suppliers good growth because of our demographic

Before Covid, we held VIP events – with about 10 operators and 90 top customers – and we’re bringing them back this year. One customer booked a £14,000 touring holiday because of one – they already had two holidays booked but the event inspired them to book an extra one. Other events also help our business, such as the holiday show at Norwich airport in January, where we took 26 bookings, and the Eastbourne Airshow.