'When it doesn’t quite work, don’t give up'

“It’s all very good getting everyone together and saying ‘right, we’re going to be selling this now’, but if you don’t back that up with training and get everyone on the same page then it’s pointless,” he said.

Morgan explained his team had “left no stone unturned” when it came to marketing and had ramped up their mail, TV and social media campaigns around touring.

He said it was important to make sure agents looking to start selling touring matched their product to suit the customer, whether new or existing.

“Touring can be a bit like cruising – there are different ships for different people, and one person’s idea of a holiday from heaven is another’s holiday from hell, so you need to be offering the right experience to the right person.”

While Morgan admitted not every initiative tried by his agency had been successful, he insisted businesses should not “just sit on their hands”.

“When it doesn’t quite work, don’t give up,” he said. “It may be that you just need to keep up the message.

“You can’t say ‘we’re touring experts’ after one round of marketing. Just keep at it with promotion and education,” he said.