Manchester-based independent travel company Travel Counsellors is set to invest £21 million in business operations next year to support its network of agents and boost its digital infrastructure.

The investment will support new developments including the launch of a rewards scheme for Travel Counsellors; an advanced personalised marketing system; an updated, more user-friendly version of the in-house quote and booking system including a live chat feature; as well as bespoke training and development to support Travel Counsellors in becoming top performers.

The multi-million pound investment plan was announced by Travel Counsellors’ CEO Steve Byrne at the company’s annual conference, held at Manchester Central.

With guest speakers and performers including Vernon Kay, Jack Whitehall, Dame Kelly Holmes and Ronan Keating, the conference hosted 1,600 guests and over 220 suppliers including P&O Cruises and Cunard, Travelport, Royal Caribbean, Club Med and Celebrity Cruises.

In addition, the company recently recorded its best sales year in history, with turnover rising by 22% to £166m for the year ending October 2015.

Steve Byrne, CEO at Travel Counsellors, said: “We exist because we care. We have great people with special talents using smart technology to change lives for the better.

“Customers buy based on the experiences they’ve had rather than on price, and we are committed to making people feel special during every interaction.

“This has been a key factor behind our growth this year and I’m really proud to see that we’re being recognised by a number of prestigious awarding bodies on a national scale for our entrepreneurial success and focus on customer care.

“Looking towards 2017, we’re committed to investing £21m to continue to scale up the business and develop our digital offering, whilst still keeping a very human touch.”