The renewed agreement follows a year in which McCall fronted the agency’s television advertising campaigns, appeared in marketing and in-store promotional activity, and engaged directly with frontline staff across the business.

Since the partnership launched in May 2025, McCall has also attended the company’s overseas conference and featured prominently across Hays Travel’s social media channels.

The relationship dates to the 2023 Travel Industry Awards by TTG, the first of two hosted by McCall, which is where she met Hays Travel owner and chair Dame Irene Hays.

That initial introduction led to the ambassadorial partnership which was announced last year, with both sides highlighting a shared belief in the value of "human connection".

(Credit: Hays Travel)

Dame Irene Hays said McCall was a natural fit for Hays Travel's culture. "We are delighted to continue our partnership with Davina; she is a pleasure to work with and genuinely understands and supports our business," said Dame Irene.

"Not only has she been an excellent ambassador for the role of travel agents, she also fully embraces our values and commitment to our people, customers and the communities we serve."

McCall described the first year of the partnership as "so much fun", pointing to the regular opportunities to engage directly with Hays Travel agents. "There have been some real stand-out moments, from working with the marketing team to surprising colleagues by turning up at their conference in November, which was hilarious," she said.

"It’s a real honour to work with Dame Irene and her brilliant team who are all really lovely – and just as committed to doing an excellent job as she is."