It comes two years after Hays Travel acquired the south-west based business, and just under a year after the Bath Travel logo was altered to mimic the colours and swirl of Hays Travel logo.
It will also see the north-east based Hays Travel introducing its brand name to the south for the first time – a move which owner John Hays hinted could lead to further expansion around the UK.
“We’ve been delighted with the acquisition; things have gone really well,” Hays told TTG. “The staff here have really bought into it, and the staff engagement has been fantastic. “
Hays said around 20 Bath Travel stores had been refurbished, with another 20 planned for this November and December and the final 20 stores to be renovated for 2016.
The new branding however will be implemented immediately, with Hays stating that the aim was to have all the Bath Travel stores fully altered to the Hays Travel logo by the end of the year.
“Some of the Bath Travel shops lacked investment for a couple of years, and the stores were a bit tired. We have already replaced every computer in the business – that happened in the first year.
“We also introduced a dual-branded website within six months, and we changed the logo to look the same as Hays, so it was a bit more modern and contemporary.
“A quarter of what they sell is Hays Travel tour operator products, so the clients are used to seeing the Hays name anyway. We’ve never hidden the fact that Hays had acquired the business, and our clients have been really supportive because they recognise that it’s still a family-run business.
“We reached a point where we thought, if we’re ever going to rebrand, now is the time.”
All staff are being told the news today, while Hays said he would also be sending out letters written by him to Bath Travel clients, to explain the name change to them.
“I wanted to explain to customers the reason behind the change and tell them how we have created more than 100 extra jobs since the acquisition [through the re-opening of stores in Boscombe and Honiton, with a Chard store set to re-open soon, and new shops opening in Bognor Regis and Exmouth. The company has also increased its foreign exchange bureaus within the agencies.]
“I wanted to stress that we’re moving forward with the same ethos that Bath Travel had,” he added.
Asked whether the move could signal a wider expansion across the UK, Hays admitted he was looking at acquisitions as well as opening up individual stores, both in the north-east and “certainly in the south”.
The company also recently acquired another agency in Guernsey, which Hays said would similarly be rebranded to Hays Travel.
“We’d be happy to open everywhere,” he added. “We’re looking to grow the business.”
