Luxury operator Simpson Travel is introducing one-to-one fam trips in a bid to build closer ties with selected travel agents.

Part-owner Graham Simpson said around five or six travel agents who work with agencies that already enjoy strong ties with the operator will be invited to pick an area they want to get to know better.

They will then be able to visit their preferred choice following an exclusive itinerary designed just for them.

Simpson said: “It is a great way to get someone on board and totally behind the product. The time they spend looking at things is quality time, they’re not in a group of seven or eight so they feel really valued.”

He added it is part of a broader campaign to woo agents that will also see two agent evenings held in January 2010. An agent-only section is also set to be added to the website some time in the new year.

Simpson said while the agent-only section will have exclusive content, it will remain non-bookable, adding: “I do not believe you can give the right service online.”

He added the charm offensive for agents is being launched as the operator replaces up to six brochures from last season with a single brochure for summer 2010.

The coffee-table style brochure has little more than tempting pictures and is designed to attract calls from both the public and travel agents so they can be better advised by Simpsons staff on their holiday requirements.