Director Gavin Morton, who has been with the business for 35 of those years, described the decision to close as "quite literally one of the most heartbreaking moments" of his life.

"Covid took much away from us," he said. "And while we came through the other side, three years of heavy travel restrictions and in many cases a loss of client confidence in travel left a financial burden that was becoming more and more difficult to manage."

He added: "The loyal clients, many of whom have become friends and helped create the relaxing and fun atmosphere in the office, will be something the team will miss in our day to day lives."

Usher was a member of Worldchoice, part of the Travel Network Group. Abta has acknowledged the failure. The agency has been trading as an agent on the Wirral for nearly 64 years.

Morton said any clients with upcoming travel would be contacted shortly with regards to ticket arrangements. Forward bookings will be transferred from the agency to clients' tour operators.

"We’re sorry for any inconvenience caused, but rest assured we will be assisting Abta and Worldchoice in the smooth transition of booking ownership," the agency added.

'Respected competitor'

The Facebook announcement on Friday (17 October) prompted an outpouring of support and sympathy from industry colleagues, rivals and clients for the team and the business, based in Wallasey Road.

Kim Whitwell, who worked just down the road in a neighbouring Lunn Poly branch, described Usher as "good neighbours" with whom they'd share brochures and "a wine or two at Christmas". They would even pop in to use the agency's fax machine and photocopier. "Best of luck to you all," she added.

Travel Counsellor George Triggs worked at Going Places in nearby Seaview Road. "Ushers were always our biggest competitors," he said. "But truth be told, one of the most respected too. You and your team were always spoken about with such admiration locally, and that's something to be incredibly proud of."

Jane Jones was another to work at Lunn Poly in the town during the 1980s while she was a teenager "starting my long career int travel". "This is sad to read," she said. "I remember Mr Usher and Andrea very well. Happy times."

Mary Dibbert added: "So sorry to hear this. You have been part of Wallasey for do long. All of the staff there were always friendly and you all went out of your way to help people. I wish you Gavin, Barry and Laura every best wish for the future. Many thanks for all the times you booked my trips and gave holiday advice."

'An absolute privilege'

Morton's post to the Usher Travel Service Facebook page was later updated with a comment from colleague Barry. "I'd just like to say a brief few words as a thank you to all the kind people who have mentioned me in their thoughts," he said.

"It's been an absolute privilege to deal with you for my 20 years at Usher Travel and my customers and colleagues have been there for me through life's many phases both happy and sad. The fact they continue to do so now isn't surprising but couldn't be more appreciated and is a real boost in what's been a dreadful week.

"Whatever the future holds I'll always smile when I think of you all and my time there. Thank you from the bottom of my heart."