Owner Don Bircham told TTG a combination of factors, not least the increasingly likely prospect of a healthy peaks selling window, had necessitated a fresh effort to up headcount over the coming weeks.

"It’s all about getting sorted for peaks," he said. "We need staff to work extra hours. We believe there is a great opportunity coming in January."

Bircham said, regretfully, the pandemic had resulted in some talented individuals leaving the industry, while others’ priorities had changed – such as not wanting to work Saturdays.

"Recruitment has become a real challenge for all sectors, not only in travel," said Bircham. "But we’ve got peaks coming up so it’s all hands on deck trying to fill those gaps."

Bircham said the business, which operates more than 40 Hays-branded stores across north Wales and the north-west, was looking to recruit for around 20 posts – everything from manager and assistant manager roles to travel consultant positions.

He said the staffing gaps were particularly pronounced in the Merseyside area. "It’s certainly been more challenging there than in Greater Manchester and Lancashire. I don’t really know why."

Hays North West will look to recruit from outside travel, said Bircham, if the business can identify candidates with the requisite transferrable skills. "We can offer training. And we can fast-track them into the industry."

Bircham said Hays North West would look to offer a degree of flexibility, in tune with how working practices have changed over the past two years. "We are willing to look at all sorts of models to make things work. We’re going to have to be more creative in future."

He added the business had taken on around 30 apprentices over the past year. "We will bring that up next year and really built on that," said Bircham.

’Another level’

Anyone interested in finding out more can head to the Hays Travel website, while Bircham revealed Hays North West had been working with recruitment companies for the first time to address the issue.

Bircham added the strength of the Hays brand, particularly after the independent’s acquisition of Thomas Cook in 2019, had become an increasingly strong selling point. "We’ve had people already in the industry wanting to come and work for the Hays brand.

"Irene and John took Hays to another level, it’s become a truly trusted brand in the UK. That has been a massive bonus for us."