Introduction
In an enlightening episode of “The Places We’ll Go Show”, available in the Podcast section of Marketing Central, Toby Horry, Global Brand and Content Director of TUI, shared his experiences and insights from steering a major travel company through the challenges of COVID-19, as well as his broader career in marketing.
Career Journey: From Film to Marketing
Horry’s career trajectory took him from the film industry to the pinnacle of global marketing. He began as a production manager, which shaped his early professional outlook, before moving into marketing. Reflecting on his agency experience, Horry noted, “It was a different start point for many of the people we’ve had on the show.”
Crisis Management and Leadership
During the pandemic, Horry’s leadership was tested as never before. He described the initial chaos, saying, “I distinctly remember in March 2020… thinking, blimey, this is quite disruptive; this could be two or three weeks of disruption.” Little did he know, the crisis would extend much longer, fundamentally changing how TUI operated. The crisis required every team member to pivot towards customer service, as Horry explained: “We had to get over 100,000 people back, repatriate them to the UK… everyone became a customer service representative.”
Strategic Adaptation and Long-term Planning
Despite the immediate demands of the crisis, Horry emphasized the importance of maintaining a strategic perspective. “We did a lot of work on the long-term future of the brand, the brand identity, the brand strategy,” he said. This forward-thinking approach ensured that TUI was ready to rebound as the situation improved.
Marketing Philosophy: Balancing Act
Horry discussed the delicate balance between addressing short-term needs and nurturing long-term goals. “It gave me a stronger appreciation of the short-term and the long term… what teams and companies can do under pressure,” he reflected. This philosophy has guided his approach to managing TUI’s brand through recovery and beyond.
Conclusion
Toby Horry’s experiences offer invaluable lessons for marketers on resilience, adaptability, and the importance of maintaining a strategic focus even in the face of immediate crises. His story is a testament to the power of leadership and strategic planning in navigating through periods of significant upheaval and setting the stage for future success.
Horry’s journey underscores the complex balance required in modern marketing leadership — managing the immediate while strategically planning for the future, a skill set essential for any marketer aiming to thrive in today’s dynamic business environment.
