Chief executive Julia Lo Bue-Said revealed the initiative at the Advantage conference in Madeira on Saturday (30 April), which will be based around four key pillars.

Key among these will be a renewed focus on retaining existing members and attracting new ones, and growing the consortium’s overall footprint.

These efforts will involve "evolving all membership options to suit all business models" and "continuing to be the voice of the independent travel agent", said Lo Bue-Said.

More: May half-term sales ‘nearing pre-pandemic levels’, says Advantage

More: Majority of Advantage members gaining new business from direct bookers

"I’m incredibly proud of the way that each and every one of you has risen to the many challenges that Covid has presented," said Lo Bue-Said. "As members, I truly believe you have a unique opportunity to shout about the invaluable customer service you deliver under the buckling strain of consumers desperate to travel again.

"Now, more than ever, it is vital for members to re-engage with the centre and maximise all the support, resources and tools we have available, as these can help business recovery.

"Moving forward, we have a clear vision to provide our members and partners with an unparalleled level of service and commercial gain [and] speak with one voice of authority on behalf of all our membership."

The consortium will seek to increase its range of commercial partnerships and expand the financial services and solutions it offers.

Lo Bue-Said said Advantage had global buying power of US $15 billion and partners in more than 80 countries across key source markets that would allow members to "leverage the scale of the group" and "create true commercial value for members".

Digital transformation and operation excellence were the two final pillars flagged by Lo Bue-Said. She said it was vital to increase digital marketing and engagement "at every interaction" across the Advantage business.

Additionally, Lo Bue-Said said it was now vital Advantage "did fewer things, but did them well". She said the business needed to improve processes and contact centres, and support members with their sustainability and diversity and inclusion goals.