The Midcounties Co-op Travel will start selling dynamically packed holidays from January in conjunction with its new bed bank partner On Holiday Group.
Under the banner ‘Co-op Recommends’, agents, homeworkers and call centre staff can access hotels and flights through a portal designed by On Holidays Group.
Midcounties will benefit from special hotel rates and added value extras specially negotiated directly with hotels.
A ‘Co-op Recommends’ site will go live in the New Year, promoting partner hotels at the top of any destination searches and via home page special offers. These will also be promoted in window displays or email shots to clients.
On Holiday Group CEO Steve Endacott said: "Many hotels will often give extra discounts or added value, if a retailer is willing to guarantee that they will really get behind promoting these offers.
"The ‘Co-op Recommends’ site gives hotels direct access to the Co-op’s front line staff who will push not just the cheapest hotel, but also the best value holiday offer."
Endacott said this "joined up" approach to hotel promotion will allow Midcounties to directionally sell towards partner hotels offering better deals, which in turn will lead to more deals.
