Managing director at British Airways Holidays, Claire Bentley, has been at the forefront of the tour operator industry for more than 30 years. Here, she sits down with The Club to tell us what she most loves about her job, the challenges she’s faced, and just how much Covid-19 has changed travel…

What does a typical day in your life look like?  
It’s a cliché, but truly no two days look the same for me, and there’s never a dull moment at British Airways Holidays (BAH). Given the breadth of what we do, combined with the current circumstances, things are more dynamic than ever and, like everyone, we’re adapting at a moment’s notice. Alongside managing the day-to-day activity, I work closely with my colleagues on everything from customer experience to IT and finance. Otherwise, I’ll be looking ahead at our future strategy and innovations.

Anything you do to keep those stress levels down? 
Personally, if I can, I try to fit in a quick walk, which I find helps to clear my head and tops up my energy levels – very important at the moment!

What satisfies you most about your job and the work you do at BAH?
Leading the very best group of people in our industry is the most satisfying aspect of my job. The British Airways Holidays team is second to none, and I am extremely proud to represent them. We promote a culture of openness and honesty and, as a result, they are engaged and empowered. In turn, that delivers the best experiences for our customers.

What about your biggest challenge?
It has to be Covid-19. It’s the biggest challenge that we, and the entire travel industry, have ever faced. We’ve adapted to frequent changes in restrictions, helped customers get home, retrained colleagues to help in customer service and launched our Customer Promise, alongside our overall Book with Confidence policy. As a result, we’ve emerged more resilient and stronger than ever with an even better understanding of what’s important to our customers.

You’ve worked in the travel industry for 30 years. What’s been your career highlight so far?
Seeing British Airways Holidays grow into one of the UK’s largest tour operators, whilst retaining our customer-centric values. I am proud to have navigated some extremely challenging periods over the years, but watching the team respond so brilliantly, and seeing our business continue to succeed despite these hurdles, is undoubtedly my proudest achievement.

What qualities do you look for in your team and why are they important to you?
We look for those who have a genuine passion for their chosen subject area, whilst being honest, empathetic and being able to rise to challenges. A good sense of humour is also essential for getting through difficult times. Fortunately, our British Airways Holidays colleagues have this in spades!

If you had to choose, what would be your favourite BAH destination?
It’s very difficult to whittle this down to just one, but Italy is certainly one of my favourites. The Amalfi Coast in particular has such spectacular scenery; by day you’re walking the beautiful hills and exploring quaint villages, then enjoying amazing seafood on the beach by night. Gorgeous!

What long-term impact do you think Covid-19 will have on how we travel moving forward?
I think that the pandemic has caused people to review their priorities, and so quality time with friends and family will become of greater importance. Travel is a great facilitator for this, so we expect people may invest more in their holidays, whether that’s travelling for longer, venturing further afield or upgrading their experiences in the air or in their hotel. I also believe that people will gravitate to those travel brands who’ve navigated the pandemic well, because trust is more important than ever.

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This article has been tagged BA, Culture