The uniform question: what should agents wear to work?

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.”