In a world obsessed with apps, algorithms, and AI, one astounding piece of technology is constantly overlooked. Fortunately for Hays Travels, their business strategy is built on it. Travel-tech’s biggest secret? Humans. Or maybe we should call it Hay-I.
Your brain contains 86 billion neurons and rewires itself constantly based on experience. It is exquisitely calibrated to facilitate social connection. And your Medial Prefrontal Cortex acts as a social strategist; helping you interpret others’ intentions and predict their behaviour.
Neurons in your motor cortex allow you to “mirror” others’ emotions and intentions, intuitively understanding facial expressions, body language, and tone – the nonverbal glue of human connection.
As yet, AI can’t do that. Algorithms definitely can’t. (If they could, it would be a whole lot easier to find something you actually wanted to watch on Netflix, right?)
Which is why the 4,500 humans Hays employ across the UK are much better equipped to pinpoint the perfect Norwegian cruise, Benidorm apartment, or all-inclusive in Sharm El-Sheikh, than their digital-only competitors.
And this people-talking-to-people thing seems to be paying dividends. For the fiscal year ending 30 April 2024, Hays Travel reported a turnover of £467 million, marking a 45.86% increase from the previous year. Their pre-tax profit surged to £73.4 million, a 43% increase, year-on-year.
And in the current fiscal year, total transaction values (Total value of all customer purchases, including third-party services like flights, hotels, insurance, etc) reached an astonishing £3 billion, for the first-time in the company’s history.
CEO, Dame Irene Hays, points to the dedication of her wider team as instrumental to the company’s ongoing success. As Travel News reports, this ‘strategic focus on people, customers, and communities has been a cornerstone of their journey.’
Founded by John Hays in 1980, the company started with just one shop in Seaham, County Durham. Right from the start, Hays focussed on personal interaction, seeing this as vital to building trust, loyalty, and repeat purchases.
What sets them apart is focus. Resolutely refusing to abandon their people-first business philosophy during the digital gold-rush of the early 21st century. Yes, they have invested in tech. Of course, they have. But not at the expense of their staff or customers. When the world zigged, Hays zagged. And reaped the financial benefits.
As Dame Irene said, "Since Hays Travel began trading 45 years ago, we have always remained true to our vision and values, and our strategic priorities: our people, our customers, and the communities where we operate. As I have said many times, our success is down to our people, which is why achieving this £3bn milestone is an opportunity to demonstrate just how much their excellent work and unwavering loyalty are appreciated."
AI or Hay-I? Who wins the future of travel? My money’s on Dame Irene.