The operator, whose average booking value is £10,000, plans to grow annual passenger numbers to 7,500 from the current 6,000.

Managing director Dan Gathercole said the plan, Project Polar, would have the trade at its heart.

One initiative is the launch of the First Class Club, with agents making six bookings qualifying for gold status and 10 for platinum.

Members will be taken on a weekend to Iceland next year, which Gathercole said “would not be a fam trip”. They will also be given £250 credit to book their own holidays and be invited on educationals.

Six VIP agents’ dinners will be held next year in locations including Jersey, Chester and Cheltenham, plus there will be a 25th anniversary celebration, for 60 agents staying at Stapleford Park, and a Canada Day party in York.

On the reservations side, another five staff will be added to the team, totalling 22, with four on the road led by Katie Daniels, who is promoted from head of sales south to head of national sales.

“It’s about making sure we are there for agents,” said Gathercole.

The operator has also hired a customer experience manager and installed a new phone and reservations system.

A new website will launch next summer with a back-end portal for agents to download offers and marketing material.

Another part of the plan is to increase the range and scope of the operator’s destinations.

South Africa was introduced a few months ago, with more options planned in Australia and New Zealand, plus “a big focus” on high-end rail and escorted touring to come.

Gathercole added: “The plan is to have a real USP for touring. We’re also looking at ski, in particular Canada.”