The agency’s new Harpenden store will be officially opened on Thursday (24 October) with a visit from ex-rugby professional Chris Ashton.

It follows openings in the Buckinghamshire town of Marlow in February and Surrey’s Cobham last month.

Ashton, who was capped 24 times for England, will cut the ribbon and the Harpenden team will also be joined by the town’s mayor.

Customers will be able to pick up goodie backs and enter a competition to win a trip to Canada.

Zara Kitching, Travelbag’s head of sales, said the new shop was testament to the ongoing success of the agency’s bricks and mortar division.

She added it was the brand’s belief personalised travel experiences "start on the high street". "In our shop, our customers can speak to our highly trained travel specialists and choose the perfect trip to suit their needs," said Kitching.

"The three new openings [this year] mark the continued growth of our ever-changing industry."

Travelbag was founded in 1979 and specialises in tailor-made travel.