The travel industry is unequivocally successful when it comes to helping its customers get to their destination of choice. It continues to over-deliver against expectation when it comes to providing a tailored service to ensure its customers get the holiday they want, where they want and how they want it.

Dan Lafferty examines the psychology behind audio branding and how travel agents can use sound to influence customer behaviour.

It?s the highlight of a person?s year and normally the second biggest household expense after a mortgage payment. While this is great for the travel industry, most holidaymakers can?t tell the difference between holiday providers. This makes it a very competitive market for companies who really must do all they can to attract and retain longstanding, profitable customers.

Travel agents take heed! There is an affluent new breed of traveller who you are in danger of losing if you do not rise to the challenge of offering ?book it? ideas?the over 50s?who make up 43 per cent of the population?are no longer satisfied with cruises or holidays around the pool in the sun. We have a thirst for life, money in our pockets and we want some fun!

As Acacia Africa marks its 20th birthday on May 31, company director Vivian McCarthy looks at how overland travel has evolved over the past two decades.

At the Advantage Travel Conference I had the chance to talk to around 25-30 agents particularly during a speed dating session. On talking with agents, I feel very optimistic on the future of independent travel agents on the High Street, as the majority of them said that business in general is doing well, with January and February particularly strong, with business slightly slowing down in March and April.