Not Just Travel said the introduction of the tiered programme, open to its network of more than 800 agents, follows a notable uptick in high-end bookings, characterised by clients trading up on their hotels and featuring more personalised experiences.

The agency said this was applicable across premium mainstream offerings such as Jet2's Indulgent Escapes and easyJet holidays's new Luxury Collection, and highlighted luxury and premium demand filtering down to a wider audience.

“Customers are spending more on quality,” said Not Just Travel Co-Founder Steve Witt. “We see it through partners such as Beachcomber Tours, whose premium Mauritius resorts have become a key part of our training calendar. Sales through Beachcomber have grown four-fold since becoming a key trade partner, giving consultants the confidence to sell high-end resort stays.”

The model comprises three tiers; the first is free to all NJT consultants and includes access to The Luxury Standard podcast along with new training resources for identifying and selling luxury add-ons.

The Elevation Programme, which is the second tier, will focus on developing knowledge of luxury travel product and tapping into the high-net-worth and ultra-high-net-worth market. This level has limited places and accepts agents on an application-only basis.

Finally, Signature by NJT will specialise in curating ultra-luxury journeys supported by a premium concierge service. Agents accepted into this elite third level will have access to specialist luxury events and corporate hosting conferences, both overseas and in the UK.

Not Just Travel described the investment as its “biggest strategic upgrade” since launching its cruise division in September 2022, a move it claims resulted in the company tripling its cruise sales.

The success of the initiative inspired the Cruise Experts Club, an exclusive offering that provides members with a personalised cruise website, Clia membership and opportunities for ship visits and familiarisation trips.

“Our cruise division proved what happens when you give consultants high-level training, immerse them in the product and put them in front of the right suppliers,” said Witt. “Sales tripled because of our focus on consultant development and trade opportunities, empowering them to become confident specialists. We will do exactly the same with luxury.”

This sentiment was echoed by Josie Allen, recently appointed Head of Marketing at Not Just Travel. “Luxury is a term that the travel industry struggles to define. For us, luxury is providing an exceptional experience tailored to the client. We are supporting our consultants at every stage with transformative in-depth training, support and marketing collateral.”

Not Just Travel has promised to release further information on supplier partnerships and future luxury programme developments in the coming months.