The UK’s largest tour operator is due to launch the campaign on Boxing Day when it will also be promoting the Tui Holiday Promise, designed to “take away any uncertainty” for its customers.

Katie McAlister, Tui’s chief marketing officer, said: “We know that there’s appetite to travel so we’re here to remind them that nothing compares to an overseas holiday, and we’ll take away all the uncertainty, looking after our customers every step of the way.

“As a business we have fundamentally had to rethink how we support our customers.”

Tui’s initiatives to encourage consumer confidence include free changes to bookings made up to 28 February 2021 on holidays between 1 May and 31 October 2021 up to 21 days before departure.

The operator is also offering Covid-19 cover on all bookings made in January and February for departures before 31 April 2021. Other incentives include low deposits, direct debit payment options and free children’s places.

“We know it’s important to strongly communicate reassurance messages for customers, demonstrating that there is no better time to book a holiday, with our flexibility, Covid cover and standards guaranteed, and of course a refund if your holiday is unable to go ahead,” added McAlister.

“Our Holiday Promise has evolved, and we continue to react to what our customers need. It’s been complex, and we’ve had to be extremely agile and often reactive with our marketing.

“We have the expertise and knowledge across our business with our retail agents and new homeworking teams prepared and ready to guide eager, but perhaps nervous customers, ensuring we look after the end-to-end experience so they can have an incredible holiday.”