Managing director Julia Lo Bue-Said used her speech on the opening morning of the organisation’s 2016 conference to formally announce the new venture.

She said the fully-bonded Advantage Holidays would enable members to benefit from “a completely new product offering with innovation and technology at its core.”

Alongside the tour operator, Lo Bue-Said also revealed Gateway 2, Advantage’s updated customer relationship management system.

“The development of Gateway 2 and the introduction of Advantage Holidays represent major investments in securing the future prosperity of the business for the benefit of both our members and business partners. And this only just the start of our exciting and ambitious technology journey,” she said.

The new software gives agents access to all Advantage’s product from a single dashboard.

Lo Bue-Said added: “We must take control of managing our own destiny; create change rather than being the subject of it."

Speaking to TTG before the conference, Lo Bue-Said had hinted that there would be a major announcement.

The new offering follows the launch of a similar product for cruises two years ago.