hays travel agent uniform

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The uniform question: what should agents wear to work.

Are strict dress codes effective branding tool or a distraction from selling? Debbie Ward discovers how rules and opinion vary across the industry

Having planned to leave the high street, Travel Designers made a recent U-turn when a cost effective premises with good footfall came up. The introduction of uniforms went hand-in-hand.

“We’ve had more buyers in three months than in three years at the old place, so we’re having more of a customer focus,” explains managing director Nick Harding-McKay.

Love them or hate them, uniforms are more prevalent among independent agents than may be expected. Though the majority of Hays Independence agencies, for instance, choose not to wear them, the percentage split is fairly even at around 57/43.

The appearance of a hoodie was among slip-ups that partly prompted Travel Designers’ change, but staff voted in favour. Not having to think about what to wear was a plus point, as was a £60 a year tax credit for cleaning.

As a Kuoni partner, Travel Designers opted for the operator’s “classic” grey and pink uniform.

‘Classic’: Travel Designers agents wear the pink and grey outfits of partner Kuoni

“It’s high quality, a big change from those terrible outfits that if you put your legs too close together it made a spark and you went up in flames,” says Harding-McKay. “Clients and suppliers really like it and it goes with the refurbished shop.” He believes it has also improved staff focus.

South-west miniple Miles Morgan Travel is another uniform convert. “Uniforms are expensive and you’ll never get everybody happy, so it wasn’t something we had for the first three years,” explains managing director Miles Morgan. “But in the end, it gives a more professional look across the shops, also at big events.” He sees the value when hosting cruise groups and for TV adverts. 

“It gives staff a sense of belonging, a sense of pride in what we all share” Miles Morgan, Miles Morgan Travel

“It also gives staff a sense of belonging, a sense of pride in what we all share,” he adds. Though he says getting an agreed look to suit all body shapes is a nightmare.

Robert Broad Travel has a relaxed approach, letting staff choose the uniform together from Next. This year the ladies are in dresses and jackets. “It’s fine so long as they all wear the same outfit and it’s affordable,” says director Oliver Broad. “I don’t want to be sitting here telling them what to wear.”

Unusually for a homeworker, David Hoyle of Personal Travel Advisors created his own uniform; a simple branded polo shirt with his “Travel Magician” logo to look “smart and trustworthy” for client appointments without appearing too formal.

When he started out, it was also a conscious marketing tool. “I wore it out in pubs and working men’s clubs in our area. Within a few minutes people would start talking about holidays,” he explains.

Colourful looks from Thorne Travel

Thorne Travel in Ayrshire also chose uniforms with marketing in mind. “Right from the start, we wanted something that when we walked through town everybody noticed. Something not too corporate, something that said ‘We’re fun, we’re different and we’re out there,’” explains owner Shona Thorne who pays for the tax deductible uniforms, shoes and even tights. The approach has certainly worked, with female staff known locally as “the pink ladies”.

The uniform always includes signature pink; it’s currently on women’s dresses and the men’s ties and socks. Choosing the year’s look is quite an event. Input is sought from customers via Facebook, then staff have a trying-on night with wine.

Pink is also the colour for Hot Mango in Guernsey, where the luxury agents sport black skirts with fuchsia blouses. “Cheerful and professional” was the look in mind, explains manager Natalie Hughes. “We wanted bright colours so it gave the feeling of something tropical, like the Caribbean, but we also wanted to be unified so people coming in know who works here and who’s a client.”

Some Hays Travel agencies opt for a uniform (left); Hot Mango goes for a ‘cheerful, professional’ look (right)

While some feel uniforms can create personality and a feel-good vibe, other agencies fear the curtailing of individuality. Haslemere Travel had a uniform in the 1980s but managing director Gemma Antrobus is happy without. 

“When you’re booking luxury travel in particular, a uniform sends the wrong impression; it can cheapen your image. And when customers are spending a lot of money they need to feel comfortable with you.”

The agency has a dress code - no jeans or flip flops are allowed and men must be neatly shaven, but Antrobus feels consultants show their personalities through their dress, helping them bond more personally with luxury clients who “are giving something of themselves to you.”

“Travel is a relationship business and sometimes a uniform sets up an unnecessary barrier” Bob Morrell, Reality Training

Reality Training has worked with the likes of Kuoni, Tui, Midcounties Co-operative and Destinology. Managing director Bob Morrell is also anti-uniform. He finds black “foreboding”, polyester suits “cheap” and thinks ill-fitting short sleeved-shirts make men’s arms “boyish”.

His primary objections, however, concern customer relations. “People think it creates a recognisable brand, but I think it covers up personalities. Travel is a relationship business and sometimes a uniform sets up an unnecessary barrier.”

Personality: Haslemere boss Gemma Antrobus expects staff to be presentable, but believes uniforms are inappropriate when selling luxury product

While independent agencies have varied attitudes to uniforms, they remain ubiquitous for larger chains. A designer refreshes Hays Travel’s look (now also used by Bath Travel) every two years. “We take feedback, like ‘which is more comfortable, a round neck or a V-neck?’ and the staff wanted a neckscarf to bring it up-to-date,” explains head of retail Paula Barrett.

Considerations go beyond the look however; the fabric must be good quality, durable, hypoallergenic and need minimal ironing. What stays constant is the colour scheme; navy with orange accents to echo the Hays’ logo. “We’ve kept that because that’s how people recognise us…. it’s about brand awareness,” says Barrett.

Whatever your clothing choice, remember it’s a mood setter, warns Morrell: “Colour is important for travel, you’re selling something that is fun, that is positive.” He adds: “What is appropriate for selling holidays anyway? Hawaiian shirts and trunks, perhaps.”

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Hays Travel Ditches Skirt Only Rule

Female agency staff at Hays Travel shops will be allowed to wear trousers after the company changed its uniform policy

Female agency staff at Hays Travel shops will be allowed to wear trousers after the company updated its uniform policy.

Directors made the decision after the husband of a Hays worker raised the issue on social media.

In a tweet, which has now been deleted, he said: “21st Century and there are still companies that won’t allow women to wear trousers.

“This is an archaic and backwards policy. Is there really equality in the world or even in the UK which would hopefully be beyond this?”

The complainant, who wishes to remain anonymous, later added: “Their uniform policy does not allow women to wear trousers.

“My wife has requested trousers and been told ‘no’. I think it is such an old outdated policy. It screams of Carry On ethics to me.”

Sunderland-based Hays, which took over all Thomas Cook shops last October, then changed its 40-year policy on women only being allowed to wear knee-high skirts, ChronicleLive reports.

A spokeswoman said: “This issue was brought to the attention of company directors on Tuesday and they have decided to review the uniform policy and allow women to wear trousers.”

Staff at rival TUI were already allowed to wear trousers, which are offered as part of its standard uniform.

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Sunderland travel firm finally axes rule that female staff must wear knee-length skirts

Hays Travel - the UK's largest independent travel firm - previously insisted that women must wear knee-length skirts at work

• 15:11, 30 JAN 2020

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The UK's largest independent travel firm has axed its "backwards and archaic" uniform policy so female workers can wear trousers.

Sunderland -based Hays Travel - which recently took over all of Thomas Cook's travel shops - had attracted criticism after previously insisting that women must wear knee-length skirts at work.

But the dress policy, which has been in place throughout Hays' 40 years in business, has been abandoned following complaints from staff, reports the Mirror.

It is not known whether workers at the recently acquired Thomas Cook branches sparked the revolt but women's rights campaigners and unions welcomed the move.

On Tuesday, the husband of a Hays worker took to social media to complain.

The tweet, which has since been deleted, stated: “21st Century and there are still companies that won’t allow women to wear trousers.

“This is an archaic and backwards policy.

“Is there really equality in the world or even in the UK which would hopefully be beyond this?”

The complainant, who wishes to remain anonymous, said that day: "Their uniform policy does not allow women to wear trousers.

"My wife has requested trousers and been told 'no'. I think it is such an old outdated policy. It screams of Carry On ethics to me."

The following day Hays backed down.

A spokeswoman said: “This issue was brought to the attention of company directors on Tuesday and they have decided to review the uniform policy and allow women to wear trousers.”

Christina McAnea, assistant general secretary at UNISON said: “It’s nice to see organisations joining the 21st century.

“Uniforms should be functional, useful and nothing else.

“The clock is ticking for workplaces that don’t move with the times.”

Harini Iyengar, a barrister from the Women’s Equality Party said: “I'm pleased to hear that the management at Hays Travel have listened to the women who work there and modernised their uniform policy in response. Hopefully other companies and organisations will follow suit.

“All too often, staff are unable to challenge outdated dress codes like this."

“At the moment, unless you can prove that a dress code is ‘detrimental’ to you, there’s no legal basis to challenge it, even if the code treats people differently on the basis of old-fashioned gender stereotypes, as this one did."

She added: “This can lead to situations where women are forced to wear skirts, or certain makeup or - especially for black women - to have their hair a certain way, which can feel very intrusive."

In October last year Hays Travel announced it would take over all 555 Thomas Cook stores following the holiday company's collapse.

The company’s founders, John and Irene Hays recently revealed that 2,000 of the 2,500 retail staff employed by Cook had been retained by Hays Travel and that 3,000 were now employed in the shops overall.

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High street firm finally axes rule that female staff must wear knee-length skirts

Hays Travel - the UK's largest independent travel firm - which recently took on all of Thomas Cook's travel shops, previously insisted that women must wear knee-length skirts at work

• 13:16, 30 Jan 2020
• Updated 13:31, 30 Jan 2020

The UK's largest independent travel firm has axed its "backwards and archaic" uniform policy so female workers can wear trousers.

Hays Travel - which recently took over all of Thomas Cook's travel shops - had attracted criticism after previously insisting that women must wear knee-length skirts at work.

But the dress policy, which has been in place throughout Hays' 40 years in business, has been abandoned following complaints from staff.

It is not known whether workers at the recently acquired Thomas Cook branches sparked the revolt but women's rights campaigners and unions welcomed the move.

On Tuesday, the husband of a Hays worker took to social media to complain.

The tweet, which has since been deleted, stated: “21st Century and there are still companies that won’t allow women to wear trousers.

“This is an archaic and backwards policy.

“Is there really equality in the world or even in the UK which would hopefully be beyond this?”

The complainer, who wishes to remain anonymous, said that day: "Their uniform policy does not allow women to wear trousers.

"My wife has requested trousers and been told 'no'. I think it is such an old outdated policy. It screams of Carry On ethics to me."

The following day Hays backed down.

A spokeswoman said: “This issue was brought to the attention of company directors on Tuesday and they have decided to review the uniform policy and allow women to wear trousers.”

Christina McAnea, assistant general secretary at UNISON said: “It’s nice to see organisations joining the 21st century.

“Uniforms should be functional, useful and nothing else.

“The clock is ticking for workplaces that don’t move with the times.”

Harini Iyengar, a barrister from the Women’s Equality Party said: “I'm pleased to hear that the management at Hays Travel have listened to the women who work there and modernised their uniform policy in response. Hopefully other companies and organisations will follow suit.

“All too often, staff are unable to challenge outdated dress codes like this."

“At the moment, unless you can prove that a dress code is ‘detrimental’ to you, there’s no legal basis to challenge it, even if the code treats people differently on the basis of old-fashioned gender stereotypes, as this one did."

She added: “This can lead to situations where women are forced to wear skirts, or certain makeup or - especially for black women - to have their hair a certain way, which can feel very intrusive."

In October last year Hays Travel announced it would take over all 555 Thomas Cook stores following the holiday company's collapse.

The company’s founders, John and Irene Hays recently revealed that 2,000 of the 2,500 retail staff employed by Cook had been retained by Hays Travel and that 3,000 were now employed in the shops overall.

In 2018, their turnover hit £1billion.

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About Hays Travel

As the UKs largest independent travel agent Hays Travel, specialises in providing good value, quality holidays alongside excellent customer service.

From its inception, the business expanded steadily with shops cropping up across the north-east. In 1990, the first Hays Travel call centre opened, and in 1995 the Hays Travel Independence Group was formed – a consortium of independent travel retailers retaining their own independence and branding, but benefitting from Hays Travel ’ s buying power, technology, and back office functions.

In 1997, the company diversified into homeworking, and in 2013 Hays completed the acquisition of Bath Travel, the south of England ’ s largest independent travel agency network.

In 2013, retail coverage expanded hugely with the acquisition of southern England ’ s largest independent travel agency, Bath Travel. Founded in 1924 and based in Bournemouth; Bath Travel had over 60 branches and 330 employees who joined the Hays Travel family. The acquisition represented a substantial growth in the company ’ s retail network, with Hays Travel branches now covering Devon, Dorset, Hampshire, Wiltshire, Somerset, and Sussex.

A year later, in 2014; Hays took on its first franchise in the north-west of England, a 14-branch travel agency formerly known as Just Go. With quick expansion also in this region, Hays Travel now has almost 30 shops in this part of the country, covering Merseyside, Cheshire, and North Wales.

In 2014, Just Go, an independent agent based in Merseyside, Cheshire, and North Wales, joined the group and started to operate as a Hays franchise.  The group of shops was rebranded as Hays Travel and the network expanded significantly - they now have 44 branches, an annual turnover of £63 million, and employ 197 people.

2019 saw Hays Travel take a strong lead in the industry and acquired the Thomas Cook retail estate; providing re-employment opportunities to former staff who were made redundant following the collapse of the travel giant.

Another year later in 2020; Hays Travel took over all 20 Tailor Made Travel shops as well as retaining around 100 employees. 

Today, Hays Travel has huge buying power and invests heavily in state-of-the-art technology. The company has an award-winning in-house training programme, won Best High Street Large Agency at the Agent Achievement Awards, and is recognised in the Top 100 Apprenticeship Employers list, as well as the Sunday Times ’ 100 Best Companies to Work For’ list.

Fully ABTA, ATOL and IATA bonded, it offers its customers complete financial security, and its independent status means staff are able to offer impartial advice and an extensive range of travel opportunities. The company works with hundreds of suppliers to ensure this.

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Coronavirus Notice: To contact the Dimensions team, please email your dedicated customer service inbox for all uniform enquiries or [email protected] for general enquiries.

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The travel and tourism industry is one of the world’s largest industries and, according to statistics, one in ten people worldwide is part of this industry; typically working for travel companies, cruise ships, theme parks, vehicle hire companies, hotels, leisure attractions or gaming establishments.

We deliver a fully managed service for some of the world’s leading travel and tourism brands, so we understand the diverse nature and complexity of this sector. We also understand the sector’s vision to create a strong and profitable industry for the future and its aim of improving consumers’ perception of tourism; we believe that a uniform is a key part of changing this perception as well as a major influence in building a world class brand image.

Travel and tourism is a truly global industry and we understand that a uniform needs to flatter a wide variety of people of different ages, ethnicities, shapes and sizes. Our award-winning design team knows the importance of a developing a versatile collection that is stylish yet practical for all concerned. Through collaborations with some of the world’s principal logistics partners, we are able to distribute uniform to end wearers across the globe.

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If you have a passion for delivering excellent service... We have the role for you!

Be part of the team.

We're always looking for exceptional people to join our expanding Call Centre teams across the UK or at our head office based in Sunderland. Although our Call Centre teams are not face to face with our customers they are able to make our customers holiday dreams become a reality.

We engage with customers over the phone, via email and through social media channels - so you have the chance to use your customer service and sales skills on multiple platforms. All we ask is that you have exceptional customer service skills, ability to work in a fast paced environment and you are able to build a rapport with our customers to deliver their perfect holiday and resolve any queries.

Join us and you'll have the chance to work in an exciting and fast-paced environment to sell that holiday people look forward to all year. Of course, it's not all about work. We are a Company that celebrates success, is supportive, listens and develops you, plus as one big family we like to party too.

Featured roles

We have the below exciting roles operating in our virtual and head office based call centres. If you are passionate to deliver excellent customer service and want to join a successful team then join one of our successful teams.

Virtual Call Centre

Working as part of a successful digital sales team in a fast-paced & highly motivational sales environment you will engage with our customers who have shown an interest in booking a holiday with Hays Travel. Our customers are at the forefront of everything we do, so exceptional customer service experience is required with 2 years direct travel sales experience. You will get to be part of an amazing growing team and have unlimited earning potential through our bonus scheme and impressive incentives.

Head Office Call Centre

Our in house Call Centre is an operational team which receives high volumes of incoming calls, live chat and email enquiries from agents, supplier partners and other head office teams in relation to customers needing assistance in resort. Our main focus is ensuring exceptional service, efficiency and accuracy at all times whilst striving to hit team targets. If you have customer service experience then this could be the role for you as travel experience is not required. Be part of an expanding team and start your career in travel.

Cruise Call Centre

Be a part of our knowledgeable and expanding Virtual Cruise Call centre team who deliver exceptional customer service in order to maximise sales and overall profitability. The role will see you finding every customer their ideal holiday through calls, email, social media and live chat. You will be provided with ongoing training and support ensuring you are equipped with specialist knowledge to confidently advise on an extensive range of holiday packages and tailor-made holiday experiences. Due to the complexity of the role we do require 3 years' experience within a travel sales role. Come and be a part of our expanding Cruise team.

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We want to recognise that our growing business wouldn't be successful without the hard work and commitment of our teams - see what we have to offer.

Competitive salary and unlimited bonus

Smile rewards, shopping discounts, educational opportunities, holiday discounts, give back to your local community, state of the art technology, career progression and development.