The operator will promote land-only prices with flexible flying, instead of advertising fixed-price flight-inclusive holidays, to make its pricing more competitive.

UK managing director Carl Burrows, who joined the business nine months ago, said: “Because we had to guestimate flight prices up to two years in advance for our brochures, the flight-inclusive prices we advertised were turning customers off.”

“By advertising a land-only price, then sourcing up to date flight fares, people will instead look at the product itself and what’s included, rather than the price,” he added.

A new-look 2017-18 Preview Edition brochure is released on Friday, offering low deposits of £99pp and – in what Burrows believes is a first for an escorted touring operator – prices that include tips and gratuities.

“Collette is huge in the US, but the UK business has grown very little during its 18 years,” said Burrows.

“We have significant growth expectations for the UK, hopefully 20% in the next couple of years, and with trade making up 85% of our business, we’re looking at what more we can do to support our agent partners,” he added.

Collette’s five-strong on-the-road sales team plans to visit 2,000 agents in the next two months with goody bags to spread the message about the reshaped business.