Teletext parent Truly Travel has bought online travel agency Alpharooms for an undisclosed sum.
It said the Sheffield-based OTA will continue to operate separately, but the two businesses will together carry more than 850,000 passengers a year.
Alpharooms is an accommodation-only specialist, although it is licensed to sell package holidays.
Truly Travel commercial director Peter Paneli said: "This is a very exciting deal, which overnight more than doubles the Groups hotel buying power. There is little overlap between the businesses, with Teletext focused on the call to book market and Alpharooms in the online sector, giving us confidence that the expansion of both brands moving forward will come at the expense of our competitors."
Jacky Bedlow, CEO of Alpharooms, said: "Alpharooms is a well known brand in both the UK and Ireland and has been trading successfully online for over 15 years.
"We are now set for further expansion on the back of this transaction and the increased financial strength the combined group offers. This is ‘Truly’ a deal where 2 + 2 can make 5 very quickly."
Teletext MD Wayne Perks said: "This is a fantastic deal for our fulfilment partner and for the Teletext Holidays business, as it helps us to offer our customers a far wider range of products and services at even more competitive prices."
