Designed to celebrate firms who do the most to creatively and supportively help agents (and operator partners where relevant), the category is particularly timely given the lengths teams have gone to during the pandemic.

The category also gives companies chance to show how they have remained committed to the trade throughout the crisis and as business bounces back.

“We anticipate hearing some real tales of help, loyalty and commitment, as well as creativity and innovation in how teams have interacted with the trade over these challenging times – and also how they themselves have been supported by their employers and colleagues,” said April Hutchinson, editor of TTG Luxury.

Once entries close and the shortlist decided, brands will then be voted on by a community of luxury travel agents who will pick those companies who they believe to have walked the talk.

Also new for this year is Luxury Travel Workplace of the Year, which can be entered by a travel business of any size, whether hotel, operator, agent, cruise or other kind of enterprise as long as its focus is on luxury travel.

“We constantly seek to review our awards programme and these two new categories in particular allow us to hone in on some very important elements of running a travel business: your commitment to the trade distribution channel and to your own employees,” added Hutchinson. “We can’t wait to hear the stories of how companies are performing in these areas and to crown the winners in February.”

The 2023 awards ceremony will be moving to a new venue after four previous events at Rosewood London. The venue for the 24 February event will be The Biltmore, Mayfair in the heart of the prestigious neighbourhood.

“The awards will be bigger than ever before, while still remaining an event of a scale where our guests are able to network easily with each other,” added Hutchinson. “And while we may be in a different venue now, we look forward to returning to our popular Friday afternoon format.”

Entries are now open for all agent and supplier categories and need to be completed by 18 November.