The company supported this year’s Norwich Pride in July, with an exhibit stand which Altham said proved to be a “phenomenal success”, and was one of the busiest stands.

“We didn’t want it to just be about using the rainbow flag [to support Pride], but we wanted to go out and talk to people and show them that we’re a great company to come on holiday with, and also to work for.”

Altham said the company would “definitely be doing the same next year” and would look at supporting other Prides around the country. Hoseasons also joined Stonewall last month – the third travel company to do so, joining British Airways and Thomas Cook Airlines.

The company is now gearing up for the release of its 2016 brochure, which features a gay couple for the first time. “We do get a lot of lesbians coming to stay in our properties… but we also want to demonstrate that we’re an equality brand,” Altham explained.

“This is a long-term strategy,” he insisted. “We want to support our LGBT customers. And millennials want to do business with equality brands.” It will be delivered to agents by the end of the year, while Altham also revealed that the company is planning to partner with LGBT media to help educate the market about the product.

“We want diversity to be part of our DNA. We’ve taken a really bold decision,” he added. “If people are offended by our support of the LGBT community then we don’t want them as our customers.”