The consortium has a long history of supporting charity, last year raising more than £4,000 for the Chloe and Liam Together Forever Trust with its Big Celebration Lunch and a further £4,500 for the Just a Drop charity through a gruelling Tough Mudder challenge.

However, following a reassessment of its corporate social responsibility (CSR) policy, Advantage will bring its charitable efforts together in support of a single, annual charity partner.

Advantage says its charity initiative will seek to maximise involvement of members, their customers and business partners through events and activities to raise money for, and awareness of, its chosen partner.

Those wishing to get involved in a different way will be able to contribute to the consortium’s volunteering hours target.

Julia Lo Bue-Said, Advantage Travel Partnership chief executive, said: “As a business, we have always undertaken a commitment to support great causes - deciding on which charity to support is always a heart-wrenching decision.

“So this year, for the first time, we decided to launch a Charity of the Year initiative. This initiative will be run by an internal project team, who will put in place a series of fundraising events in support of the chosen charity.”

An initial survey of staff and members has already generated nearly 100 nominations, the consortium told TTG this week.

Nominations will be scored by Advantage’s CSR project team against its core values – engagement, creativity, transparency, care and delivering on its promises.

Shortlisted charities will be asked how they can contribute to the success of the initiative, before a final decision is made by Advantage members and staff.

Advantage is hoping to announce its charity partner at its third Big Celebration Lunch in the autumn, marking the start go its year of fundraising.

Lo Bue-Said added: “Some of the reasons our members have nominated their chosen charities are so moving and personal.

“I think it will be an inspirational and heartwarming journey for us all when it comes to choosing our 2018 Charity of the Year.”