Speaking at the Hays Independence Group conference in Vilamoura, John Hays said the decision to abandon the practice for staff working in Hays retail or as homeworkers was made in October 2014.

While it may have been contentious internally at the time, the boost to the business has made it worthwhile.

Hays said: “In some respects you could say that call was madness because when we dynamically package we avoid the costs of the extra regulations that full tour operators have, the financial burdens and especially Toms.

“This was a really big call… we weren’t certain it was going to be the right call.”

However, Hays added the decision has proved to be the correct as it allows staff to focus on service and adding value to bookings when dealing with customers.

“Our staff and managers have really embraced this and love it,” he said. “The reason they love it is every single package they do now, they’re acting as a retail agent.”

Hays added it also means that should problems arise on a trip, it is up to the operator to help the client and pick up any ensuing costs, while customers are increasingly appreciative of the help they get should things go wrong.

“They know they’ve got support and they’re not alone,” Hays said. “Even sophisticated travellers want to have the reassurance and that does differentiate them from independent travellers.”

He said customers looking for something more personal can still be sold tailor-made packages put together by staff using the Hays tour operator brand which has its own bonding arrangements while agents receive higher commissions.

A decade ago everyone was saying dynamic packaging would save travel agents, so it is a surprise to hear this but if it’s working for Hays then fair play