The technology boost, announced at the consortium’s annual conference in Benidorm on Monday (22 May), will offer members different website packages with varying levels of functionality and content.

Members will be able to choose from elements including offer-led and call-to-book options plus dedicated cruise-focused sites and fully bookable functionality.

Advantage has partnered with travel tech providers Travelgenix and Travel Marketing Systems to roll out the new platforms, which will also give members access to an expanded set of digital marketing tools.

Paul Nunn, Advantage’s chief operating officer, said: “We know from our own data that more and more people are using travel agents now, including younger travellers, who tend to search and book online, and this new offering will enable our members to provide an omni-channel proposition to meet all their customers’ needs.”

David Forder, head of marketing, added: “Our partnership with Travelgenix and Travel Marketing Systems will be a game changer for many of our members, in that it provides a scalable, cost-effective, technologically advanced website solution that can grow with their business.”