The luxury specialist said its turn-of-year drive - themed “our experience makes yours” - focuses on the knowledge and expertise offered by its own team of personal travel experts and those of its trade partners during the holiday booking process.

For the first time in five years the campaign will not include a TV advert. Instead it will feature a three-and-a-half-minute online film shot in Thailand starring Kuoni managers Carrie Grant, of Kuoni at John Lewis Newcastle and Dave Stone, manager of Kuoni’s Kingston store.

The video will be housed on Kuoni’s website homepage with shorter-form films featured on social media to accompany the operator’s digital marketing campaign.

Dean Harvey, marketing director, told TTG the theme of the campaign was “a brilliant way to show the passion” of agents.

“We’re not doing the job of the tourism boards by saying ‘look at these destinations’ but instead it’s ‘look at our people and the fantastic job they do for customers,” he said.

Harvey explained how despite running successful television slots in recent years, a TV advert “didn’t fit the format and story” that Kuoni wanted to promote this year.

“TV is great for brand recognition and that’s worked really well over the last few years but it can be quite scattergun. We’ve done a hefty amount of research into exactly who and where our customers are, so it’s about getting the right message to the right people,” he said.

To support its drive Kuoni will run a radio campaign targeting areas which are within the catchment of Kuoni’s stores, John Lewis concessions and partner travel agents throughout the UK, with ads featuring five different regional dialects to showcase its regional reach.

For the trade, Kuoni is offering a £5,000 top-prize for the most bookings throughout January and will also boost agency sales staff numbers to handle trade demand.

Brad Bennetts, ‎national sales manager said: “We’re going into 2018 with some positive messages for travel agents – as well as extra staff throughout January, we’re also open every Sunday throughout the year and in addition we’re raising our commission to 0.5% from January onwards on all bookings, so collectively we’re confident we’ll get the year off to a great start.”