Agents can raise their profile in the local community for free by getting stories in their local newspapers.

Travel PR associate director Ian Bradley said agents should tip off the local press whenever they have won an award, done charitable work or even made a big booking in the hope of having the story picked up.

He added: “The local media loves local success stories.”

Bradley said agents should seek to forge connections with their local press by inviting editorial staff to the shop. Any coverage generated as a result will act as free advertising to the local community.

However, he added agents should not be disheartened or give up if their initial attempts to place stories in the press meet with failure.

Bradley said: “Don’t be too sensitive, for every story that appears in the press, dozens are rejected.”