The tour operator wants the trade to take advantage of Feefo reviews when selling its holidays. “We’re proud they are unedited, genuine customer reviews,” said head of sales Julie Brooker.

Mainstream tour operators are looking at ways to counter the perceived threat from the likes of TripAdvisor and Trafalgar believes that showing reviews will help in the sales process. “It’s how travel agents can use it to their advantage to make a sale,” Brooker added.

Trafalgar underwent a rebrand last autumn and now uses the tagline “simply the best”. Jamie Loizou, head of marketing, said that by using the reviews, the company would be able to prove its worth. “It’s all very well us telling everyone we’re the best but we need to back it up,” he said.

“People use Feefo but I don’t think anyone leverages it like us.” Throughout the month Trafalgar will be running an incentive around the new campaign. Brooker and others from the team will be travelling around the country mystery-shopping agents on the firm’s Tastes and Sounds of the South trip between January 7 and January 30. “If they turn the screen and show the review we will give them £100 in Love2shop vouchers, there and then,” she said.