Package holiday pioneer Adrian Hayes has died, aged 87.

The founder of Hove-based Panorama Holidays loved travelling the globe, often clocking up 30,000 miles a year in Europe alone.

He died in Es Cana, on the island of Ibiza, where he had built a holiday complex and harbour.

He was brought up in Worthing, where he got his first taste of business running his own wet fish shop.

Mr Hayes lived in South Africa before moving to Chatham Road, Worthing, and then Upper Drive, Hove, with his wife Doris and family.

He opened his first office in Hove in 1954 under the name of Costa Brava and Majorca Holidays. It originally catered for British Rail employees who had free passes and privilege tickets on the European rail network.

He went on to open a chain of travel agencies across the South. His aim was to bring holidays within the reach of the average working man and his theory was if you could package a holiday for one-and-a-half weeks' average salary then this would become possible.

He was granted a charter licence to operate with DC3 and Viking aircraft and then with Viscounts and Caravelles. It was at this time he changed his company's name to Panorama Holidays, the firm credited with bringing European travel to the masses in Britain.

Personal service and dedication to his clients were the key to his success. Sometimes he would even see holidaymakers off at airports or travel with them to ensure he was in touch with their needs.

Permanently tanned and never far from a fat cigar, Mr Hayes cut a flamboyant and gregarious figure.

He kick-started tourism in Lloret de Mar on the Costa Brava, Spain, when there were only four hotels there.

Later he built the Hotel Athene and the Hotel Panorama in Estartit on the Costa Brava.

The Hotel Panorama in Ibiza followed in 1966 when he took the first UK charter to Ibiza.

He also built a holiday complex in New Zealand.

Andrew Farr, a former head of public relations for Panorama, said: "He was a fearless pioneer in his chosen profession and will be remembered and missed by his family and all those who knew him."

Thursday, August 4, 2005