While recent innovations, such as in-store virtual reality and iPads, were widely welcomed by the panel, they argued that technology should only be used in the right store and for the right demographic.

Graham Cook, group head of digital operations at Thomas Cook, said travel agents today could not expect a family to make a £2,000-£3,000 holiday decision based on two or three small pictures in a brochure, citing virtual reality and 360 degree images as key tools.

“VR for example allows the customers to see the benefits of the room, or how far it is from the restaurant,” he added.

Cook talked of the strong “omnichannel” drive being championed by new group chief executive Peter Fankhauser.

“He has omnichannel as one his pillars of delivery,” he said, “and that forces us to create a virtual organisation around our retail and online channels.”

As a result, Cook said it forced the retail team to serve digital customers and forced himself to look at how the retail stores can better use digital.

It’s not just about technology, the soft side has to come into play, such as behaviour. You have to be relevant.

Julia Lo Bue-Said

Speaking at the “The high street travel agent of the future” panel debate, Roberto da Re, chief executive and founder of Dolphin Dynamics, said he believed customers had been able to move much more quickly in adopting new technologies than the travel industry itself.

Julia Lo Bue-Said, managing director of Advantage Travel Partnership, said that the future was looking rosy for the consortium, with 30 new travel agents taken on in the past year, joining its 700-strong agency base across the UK and Ireland.

However, she warned that technology could “alienate” visitors in the stores. “There’s a risk you can alienate some customers,” Lo Bue-Said warned. “How can we encourage the younger generation to walk into our stores? It’s not just about technology, the soft side has to come into play, such as behaviour. You have to be relevant.”

Cook agreed: “You have to be careful, it’s not for every store. Some demographics will still use brochures.”

Kevin Paintin, client director at 20:20 – an agency that has helped Tui develop its recent concept stores – added: “Twenty years ago, it was the desk, the consultant and the back of the computer.”

Yet now the big two are investing in the high street, the panel agreed with da Re noting that despite the “death of the high street” being talked about it, the high street has in fact adapted.