The deal will see Attraction World deliver devote business development resource to Hays agents through training and engagement, dedicated marketing campaigns, and also fam trips.

Attraction World said it was "fully committed" to the UK travel trade, with chief operating officer Justin Mahoney highlighting the deal as an example of its partnership with Hays going "from strength to strength".

Hays chief operating officer Jonathon Woodall-Johnston said the two businesses had strengthened their partnership in recent years and worked closely together to drive ancillary sales strategy throughout the Hays retail network.

"They have excellent relationships with our teams, ranging from commercial to customer service," said Woodall-Johnston. "We have all been faced with the unknown over the past couple of years and we appreciate the support, flexible terms and frequent communication that Attraction World have provided.

"They have always brought a creative spin on all opportunities whether this be marketing, incentives, training, or events, and the Hays Travel Group are looking forward to working even closer together."

Attraction World head of retail Kelly Hayre said the group was pleased to be able to strengthen "an already fantastic partnership". "As the UK’s largest independent travel agent, their huge range of destinations and our massively expanded product portfolio work perfectly to allow us to offer something for all customers," she said.

Attraction World has recently expanded its retail team, a move that will see Nicky Yates return to the business as national retail engagement manager in the new year.

Mahoney added: "We have such an open and honest relationship [with Hays] which enables both businesses to drive value to one another. Every week, we are adding new products to our portfolio, which provides the Hays team with everything they need to offer their customers."