As January draws to a close, no doubt agents up and down the country will finally be drawing breath after a month of highs, lows and many stories to tell of bookings won and lost.

The busy booking season coincides with the time of year when we start to think about our plans, commitments and goals for the next 12 months, whether that be personal or career related. We pledge to get fit, eat more healthily and even take on “dry January” – a commitment which I’m sure will have been tested for many a travel professional!

But it is so important that we do make those commitments and pledges to ourselves, in order to keep us focused and ensure success in what we do. We encourage all our people to set clear professional objectives for the year ahead - it is what will help us reach our individual and collective goals as a business.

A new year is a time for reflection and the industry has seen many areas evolve that affect travel, particularly in technology and the growth in the digital space.

The boundaries between work and home are now blurred more than ever through the use of social media – a sphere in which people share truly personal insights and experiences, and that includes about their working lives.

The boundaries between service providers and customers are also now blurred and customers are with us 24/7 on social media too.

The social selling of travel is with us around the clock and this plays to the strengths of the travel professional enabling them to respond quickly and in a very personal way - in a way that OTAs can’t. It is also an area where the travel professional can potentially damage their personal brand if they forget that their words, stories and emotions forge an online image of them and the company they represent.

It’s something we remind our Travel Counsellors about regularly. Care is a business approach - a kind word can win a booking and a cruel one lose many.

So what have we learnt so far in 2017 about the trends and opportunities travel experts will encounter this year?

• In an uncertain world, learning to manage pricing fluctuations caused by movements in exchange rates. Prices will vary from supplier to supplier and some juggling may be required to get the best value for the customer, with transparency on whether quotes are genuinely like for like.

• Availability will be tight, especially at the top end, and prices will be higher than last year

• Customers will want assurance and clarity on what the holiday will cost, so the all-inclusive trends will remain strong this year

• The market will become more polarised between those customers wanting a safe bet in terms of experience, price, security; and those prepared to venture further afield to have a different experience

These are all tactical factors that can vary from year to year. Fundamental to the success of those in the travel industry is the understanding that it is not just what you sell that sets you apart, but how you sell it.

Kindness and caring about the emotions you evoke in a customer is a business strategy, and a successful one at that. It is why people in Pret stores are encouraged to do at least one random act of kindness a day.

This is not just because they are a “nice thing to do” - it’s a trend that, when it becomes a habit, will ensure your goals in 12 months’ time will be far more stretching and achievable than the ones for this year. And I for one, will drink to that!

Here’s to a great 2017.