Shearings Holidays plans to run agent focus groups after establishing its first customer advisory board to gauge feedback from consumers.

A total of 15 participants were recruited from the operator’s new loyalty club, which was introduced last year.

The group discussed everything from brochure layout, the customer journey and website to feedback on tours and product development ideas.

The meeting at the company’s new Wigan base was the first in a schedule of planned events over the next 12 months.

Managing director Jane Atkins said: “This is the first step in us actively soliciting customer feedback.

“We will develop this theme further in the form of agent focus groups in the future.”

She added: “Our customer advisory board allows us to use our core market to help us shape our products and make them even more appealing for agents to sell in the future.

“The over-55’s market and the silver pound can be very lucrative for agents and their needs and desires have evolved in recent years.

“We want to ensure that we are always thinking ahead in terms of what customers want from a holiday, as well as the booking process, and this interaction will definitely give us real direction.”