Introduction Despite the omnipresent adverse economic effects of the COVID-19 pandemic on multiple businesses across the globe, the industry of travel and tourism has been impacted disproportionately. The countries’ lockdown, the restriction of cross-border travel, and the closing of attractions to minimize social interaction during the pandemic have caused significant monetary losses for small and large travel businesses. In the UK, the scope of issues associated with the COVID-19 crisis has expanded from financial losses, customer flow decreases to market share losses, and the need for completed restructuring of marketing strategies. Hays Travel is one of the largest travel enterprises in the UK that provides holiday planning services using UK-based tour operators. As the pandemic hit the industry, Hays Travel has been severely impacted by the traveling restrictions that have led to demand reduction, consumer shortage, employee reduction, and ultimate monetary losses. Being a leader in the industry, the company faces a significant challenge of meeting the competition when winning the interest of prospective customers, as well as occupying the market share necessary for stabilizing its brand reputation and financial situation. In order to improve the company’s situation in the market, this report presents an analysis of the current business situation identifying the impact of COVID-19. Also, possible marketing tools capable of helping the company to overcome the difficulties of lockdown are introduced and followed by a proposed marketing plan that pursues the strategy for enhanced consumer outreach and increased market presence. The report is designed to provide the framework for the future strategic marketing campaign for Hays Travel’s sustainable growth after the coronavirus crisis. The Range of External Factors Affecting Hays Travel at the Current Time Hays Travel is a company with headquarters based in England that occupies a leading position among independent travel agents in the UK. The company has over thirty years of experience and has expanded to a chain of numerous travel shops around the country (Hays Travel, undated). The company, with an annual turnover of around £1 billion, serves thousands of travelers and normally employs over 7,500 employees (Hays Travel, undated). However, the global lockdown because of the pandemic of coronavirus has led to significant monetary and workforce losses for the company. To provide a comprehensive analysis of external factors affecting the business entity, PEST analysis might be used. It allows for investigating the external marketing factors that influence a company’s performance (Baines et al., 2019, 132). The political factors include the governmental policies in response to the COVD-29 situation. Indeed, according to the collected data, Hays Travel was forced to reduce its staff by 878 workplaces due to governmental restrictions for the operations of travel agencies (Marris, 2020). Such a tendency is observed across the tourism sector and adversely impacts numerous businesses in the UK and the world (Jolly, 2020). Thus, the political aspect plays a significant role in Hays Travel’s current situation. Economic factors include the financial constraints imposed by national policies and the economic crisis that follows the pandemic. According to Marri