AT the height of its powers, the high street had the ability to transport shoppers to another world.

From lavish window displays to the energy of a bustling crowd, high streets were transformative places — a concept symbolised by the traditional travel agent shop front.

With the ability to whisk shoppers away to exotic destinations, travel agents were a high street staple. But everything changed with the rise of the internet and online competitors, with high street firms having to up their game to remain relevant.

Kelly Dommett, owner of travel agent Jetaways, set up shop in Pontypool in the height of the 2011 recession and initially had reservations about whether the business would “survive”.

With over 20 years experience as an independent travel agent, Jetaways has gone from strength to strength, recently moving to larger premises in 2015 in Osbourne Road, Pontypool.

The move was described as an “exceptional decision” by the Jetaways head, who was able to take on a new member of staff Claire Addis in February 2016.

Alongside offering range of holiday packages and expert guidance, the group are also no stranger to spectacle, hosting an annual event in conjunction with Edwards Coach Holidays. This includes coaches parked in the town offering brochures and flyers for promotional events.

As an indie travel agency, Jetaways also prides itself on offering a “wider range of holiday choice rather than selling one product” and “supplying the client with what they actually want from a holiday”.

Despite their success, Jetaways state that the “hardest obstacle” they have faced in Pontypool is the “business rates being so high”.

“Pontypool town centre does slightly struggle with some premises still being empty partly to business rates,” Mrs Dommett said.

“Banks closing earlier also brings quietness to the town because people have to use the banks in nearby Cwmbran or Abergavenny.”

With support from business website ‘The Best of’ and a strong social media presence, the business taking full advantage of customers outside Pontypool, alongside serving their loyal client base.

Mrs Dommett added: “Pontypool has been a fantastic place to run a business and we have a firm base of loyal customers who enjoy the personal, face to face, service we can offer.

“We’re a business but we try to accommodate everyone’s needs and we class our customers as friends.

"Many people find the process of booking a holiday stressful and we are here to take that stress away.”

Your High Street: Use it or lose it aims to raise awareness of independent businesses, putting a spotlight on the people, places and issues that define our high streets.

Do you have something you want to shout about? We want high street businesses across Torfaen to get in touch and tell us your story.

Call Chris Binding 01633 777251 or email cbi@southwalesargus.co.uk