During an “ask the experts” session at the conference in the Algarve over 14-17 November, Hays Travel North West managing director Don Bircham said the impact of the pandemic on his ability to adequately staff his now 46 stores had actually forced him to change his business model to a more acquisitive one.

Previously, Bircham said he would scout out locations in north Wales and the north-west, spending time there observing the flow of shoppers before recommending a suitable unit which his team would then secure and staff – usually with two people from the group’s existing agencies and three from local rivals.

"That model has gone out the window as you can’t get the staff," he said, speaking to Jet2holidays general manager trade Lloyd Cross. "There are lots of shops available, but until we can get the staff, those opportunities are gone. So at the moment, it [expansion] is through acquisition."

Hays North West recently acquired two former World Travel Lounge stores in Preston and Blackpool, and Bircham said getting fully "staffed up" for peaks was now his main focus. "It’s key," he told his fellow delegates. "The customer base is there. Of course, we’ll be marketing [and] turn of year will be strong. I think we’ll be back on the telly.

"I think lots of other people [travel businesses] will be involved too, which will boost business for all of us. I’m confident we can drive people through the doors. But we can only service those customers if we have appropriate staffing levels. So our number objective is to get those shops staffed up for January."

Vim Vithaldas, Travel Network Group chief commercial officer, said as the last "normal" peaks was now three years ago, his advice to agents would be to "take stock and refresh everything" and not make any predictions based on peaks 2020 or 2021. "Don’t rely on 2020 or 2021 [for a steer] because that was completely abnormal," he said.

"Even at the start of 2020, we saw Covid start to be mentioned in everything. Go back, take stock and plan, plan, plan. Unless you plan, you’re going to fail. Make sure you contact your customer base and get your staffing right."

Vithaldas said after "two years of hell", it was vital agents got the basics right and fell back on core business principles. "2022 has been a very good year for most," he said. "We spent two years working closely with our members helping them get more money into their shops. Our message to them is to diversify."

He said agents must also be mindful of cash flow, or risk going into 2023 "blind", adding it was never too late for agents to speak to their banks and landlords to negotiate terms to suit their means.

‘Leap of faith’

Seaside Travel owner Nicola Park echoed the panel’s earlier comments, stressing her own focus would be on getting the best out of her team of around 25 “girls and boys”, making sure they’re happy and really to start selling over and into the new year.

Park said it took "a leap of faith" around five years ago when she looked to expand her business to fully embrace a partnership working with Jet2holidays, starting with a window sticker. She said the reputation the operator had built for good service during the pandemic would be a big selling point for Seaside in the new year over booking online.

Park and her team at Seaside have worked hard to build the agency’s social following, with its Easington store now boasting 37,000 Facebook followers, its Hartlepool and Sacriston branches 22,000 each, and its Wingate branch 13,000.

Asked for one bit of advice, Park urged other agents to be "genuine" with their approach to social media, and to make the most of the individual characters within their businesses. "Be honest and open – show them [your clients] who you really are."