The escorted touring specialist said the move was informed by a recent survey of almost 500 agents; the committee will convene twice a year, in person, to share their feedback, thoughts, opinions and ideas on how Riviera can serve the trade more thoroughly.

Survey respondents were asked to rate Riviera’s performance in certain areas out of five, with 97% of respondents scoring the business four or above for ease of booking, 93% four or above for trade friendliness and 92% four or above for quality social content.

The survey also revealed more than three-quarters of agents (77%) felt confident selling river cruise, an area Riviera has identified for improvement.

Committee members will be asked for their input on Riviera’s product development, marketing campaigns, training and education programmes, incentives and other engagement initiatives.

Riviera head of trade Tom Morgan said: “We recognise the vital role that travel agents play in Riviera’s success, and our dedicated trade team is always looking for ways to better serve their needs.

"Our survey was positive in a number of key areas, and also showed us we have improvements we can make. This new committee will be critical in supporting and informing these ambitions.

"The group will represent all types of agents, including high street, homeworkers, call centres and OTAs, and further demonstrates that Riviera is committed to building and strengthening its relationships with agents.”

Any agents wishing to apply should email agencysales@rivieratravel.co.uk with a short paragraph explaining why they are suited to being a member. Successful applicants will be announced next month.