As I’ve explored the different areas of the organisation, there’s no doubt that the experience of going back to the floor and taking calls with our teams during the peak period has been one of the most eye-opening of all. We have staff members celebrating 30 years of service with us. That’s a huge milestone and testimony to a strong business culture that supports and nurtures exemplary talent.

What shone through every single conversation and reservation that I listened in to was our team’s expertise and the exceptional service they offer. Even at such a busy time of year, these calls were never rushed and the efforts to get every holiday exactly right for each individual went a long way to explaining why we’re renowned in the industry for our customer service.

Coming from Silversea – a company that prides itself on delivering the gold standard in luxury cruising – I’m used to exceeding expectations with high-end products. So it’s been all the more refreshing to be reminded that exceptional service levels should always come as standard in our industry, and not only at a high price.

Every week we read about the latest innovations hitting the high street and how technology will revolutionise the way we travel. Yet, despite all the new ways to personalise online transactions, or self-serve, a few minutes on the phone speaking with customers was enough to remind me of the value of real-life interactions. When it comes to booking holidays, you just can’t beat the human touch and personal experience.

There is plenty of evidence to support the value that customers place on first-rate interactions with a brand. Last summer the Institute of Customer Service (ICS) found that 57% of travel bookers would be willing to pay more if it guaranteed service levels and ensured they had an enjoyable holiday experience.

Of course, this isn’t a call for the industry to raise its prices, but it shows the demand for outstanding service is out there.

January’s UK Customer Satisfaction Index went on to reveal that two of the most valued areas in tourism are the ease of getting through to speak to someone and staff competence on the phone. This hammers home the importance of service levels of both our own reservation agents and travel agents out there. And, given that ICS studies predict that outstanding levels of customer service – from helpful staff to exemplary website information - could bring in £3.6 billion additional income for the UK travel sector, there’s plenty of reason to shine.

So what are my biggest learnings? Principally, that our always-connected culture, being able to demonstrate a commitment to delivering extraordinary customer service is a timeless essential that builds loyalty and pays dividends. And as I get ready to be inspired by partners, agents and my team as we move out of peaks, we’ll make sure that delivering phenomenal service is front and centre.

Lisa McAuley is managing director of Gold Medal and Travel 2