The campaign aims to showcase “extraordinary holidays with added upgrades”, all with a specially negotiated upgrade, whether it’s a room, food or a flight.

Kuoni said it was investing in making the campaign “highly visible”, with consumer advertising, point of sale promotions, window displays and trade support.

“The Kuoni Cut is all about exclusive offers that we’ve negotiated with some of our most valued hotel partners, which give people reasons to book with us,” said Dean Harvey, Kuoni’s marketing director.

“The Cut is about more than just prices, it’s about added value and also the inside track from Kuoni’s experts about why we’re recommending it.”

He added: “The Cut is a sequel to our last campaign, which worked well for us.

"All the best fashion designers talk about the cut of a garment and film directors put their personal stamp on a movie with their own cut, so it’s got such a strong association with quality and tailoring.”

Beach life in Kenya leads in at £1,099pp including seven nights staying at Sarova Whitesands Beach Resort & Spa in a pool-facing room including flights and a free upgrade to full-board with selected dates in September and October 2019.