We are used to reacting to such fires in Greece. We do not have a large programme on Rhodes, as we use the island mostly as a gateway to the many Dodecanese islands, which form the basis of our low- and mid-season programmes in that area.

Chris happened to be on Paxos in the Ionian islands; Rachel, our marketing manager, was on holiday in rain-soaked Dorset, while Neil, our flights director, and Dudley, my co-director, were both at home.

We were, of course, very interested in what our local agent had to say about the reports that were coming through, because such reports are often exaggerated. However, by that evening, it was quite clear the fires were spreading fast and this was certainly not a minor outbreak. We had also ascertained that we had no arrivals scheduled to Rhodes.

As people’s geography can be poor at the best of times, on Sunday (23 July), we posted a message on social media and on our website saying that we had no clients affected but that we were monitoring the situation. In the meantime, we were all listening to radio and television reports.

The public has no idea how unpredictable wildfires are. Many of the criticisms levelled at the major tour operators were, in our view, unjustified, based on past experience. Understandably, when companies flying thousands of people to destinations have such a problem on their hands, there are simply not enough resources to cope. 

I’m afraid that the media did not help. The truth was that in the region of 10% of the island had been affected and the main tourism infrastructure was safe.

I would personally class the sensationalism of the consumer media as unprofessional, not to mention very damaging to the travel industry. We seem to be the kicking post for one and all, despite the astonishing feats that we all handle for our customers, day in, day out, no matter the time of day or night. 

Travel certainly is a 24/7 profession – and not for the faint-hearted.

Sunvil’s turn came at 6.15pm on Sunday, when we saw a post about a fire raging on the other side of the hill from where our seaside resort of Kalami is located, in the north-east of Corfu. The authorities moved quickly and decisively, and asked the villages of Kalami, Barbati and Nissaki be evacuated. Some roads were blocked – not by fire – but by fire engines going about their business.

Our management team was scattered across both the UK and Greece but we ascertained which customers we had where, what alternatives we had to offer to those who wanted to complete their stays, and how best to accommodate those returning to the UK the next day.

In fact, when all this was going on most clients were out enjoying dinner, and blissfully unaware of the turn of events. Full marks to Julia and Katie, Sunvil’s local team, who worked tirelessly throughout both the day and the night to contact guests and communicate plans and options to them.

Our next arrivals on Corfu were scheduled for today (Monday, 24 July) and we decided, along with the partners on our Enter Air Gatwick charter, that our flight would go ahead. By 10pm on Sunday, we had prepared a letter for our airport representative to give to clients at the UK departure airport, reassuring them and telling them that, if their booked accommodation could not be used for any reason, then alternative accommodation and dates would be offered; should they decide not to fly, then they would receive a full refund.

Sadly, the decision of some was to cancel – some couples even disagreed, with one wishing to go ahead and the other adamant that they did not wish to travel. The news reporting had, understandably, put the fear of God into their minds.

So, for us – and for Corfu and its inhabitants, whose livelihoods also depend on tourism – this has caused a completely unnecessary and disappointing loss; sometimes, however, you just have to take it on the chin.

How are we at Sunvil handling the situation going forward? Well, Chris is now on Corfu, sending us photographs of our untouched accommodation. So far, so good – but it’s not over yet. It’s much easier to give this level of personal service when you are a smaller concern.

We should certainly not, however, knock our volume operators. Without them, many people would be unable to afford an overseas holiday. When things go wrong, and the mass-market operators are coping with handling many thousands of customers at once, then the public should really factor into the equation the fact that they will not be able to enjoy one-to-one service, and should expect to put up with some – fairly modest in the scheme of things – inconvenience in return for the price that they have paid for their holiday.

Will bookings now stop? For the moment, probably yes – but the public has short memories and, as a bonus, we have filled any spare inbound seats today.

Noel Josephides is chair of Sunvil