Agent Diary: In an online world, the personal touch is more important than ever

Over the past few weeks, one thing has really stood out to us in-store: more people are researching, scrolling and saving ideas before they even set foot in the shop. 

Holidays now often start long before the enquiry, with customers building inspiration, comparing options and thinking about what they want from time away. But rather than seeing that as a challenge, we see it as part of the excitement.

Planning a holiday is one of the most enjoyable parts of the whole experience. It’s inspiring, builds anticipation and helps people understand what they really want. Importantly, it does not devalue what we do as travel agents. If anything, it strengthens our role.

Expert eye 

In many ways, it’s like creating a mood board for a space at home. You gather ideas, save inspiration and picture how everything might come together, but you still need the expertise to bring it all together. That’s where we come in, turning ideas into something seamless and making sure every detail works.

Of course, that does not take away from the core of what we do. We still love those bookings where a customer comes in looking for a great package holiday from their local airport and we match them with something that fits perfectly. There is real value in getting that right, understanding what they are looking for and delivering a holiday that ticks every box with confidence.

We are also creating something more. For us, it’s about making sure every customer has an experience from the moment they walk into the shop. It’s about bringing holidays to life, not just pricing them up.

That same thinking has shaped how we show up outside the shop too. We have consciously moved away from a constant-sell approach in our marketing. Although we still share offers, our focus is on staying present in our customers’ minds. We talk about destinations, share real experiences and show our personalities so customers feel connected to us, even when they are not ready to book.  

Right now, that approach feels more important than ever. With ongoing global uncertainty, many customers are cautious. Conversations are no longer just about travel, they’re about fuel costs, food prices and the general cost of living. Holidays are considered more carefully alongside everyday spending. What hasn’t changed is how much people value time away.

Essential purchase 

For many, a holiday is not just a luxury, it’s something they need. Whether it’s sitting on a beach with a book, exploring somewhere new or simply taking a break from daily life, people will often do what they can to make that happen.

By staying visible, approachable and honest in our messaging, customers know we’re here when they need us. In a world of endless online options and increasing uncertainty, having someone to guide, reassure and bring everything together is more important then ever.

We have not changed who we are, we have simply adapted how we connect, combining the strength of a traditional travel agency with a modern, experience-led approach.

Sometimes they tech it too far

While I’m not naturally drawn to technology, I am open to it and understand its place in today’s world. However, a recent experience made me stop and think. My husband and I booked an appointment at our local building society to discuss our pensions.

When we arrived, we were taken into a room, given a coffee and sat in front of a screen. Our advisor then appeared – virtually, from home. While efficient, it felt unfamiliar, impersonal and, at times, unprofessional. Reducing staff may save costs, but it can also reduce connection and trust. For us, our people are our greatest asset. Investing in them, supporting them and offering genuine face-to-face service is what sets us apart.