BRIDGE Travel is launching a UK programme in an attempt to end Superbreak’s dominance in the market.
Called Bridge Britain and Ireland, it will complement London Travel Service and feature around 500 hotels and country inns.
The move comes around 15 years after retiring group managing director Richard Dupuis scrapped Bridge’s domestic programme.
“It wasn’t making much money but closing the programme was one of my regrets,” said Dupuis. “When you look at what Superbreak have done, it makes you think. They have a stranglehold on the market.”
New managing director Brian Fell said the programme will look to carry 100,000 within three years.
“To make any money in this market, you need to sell a lot of holidays,” he said.
The 76-page brochure, which agents will receive by the end of April, will contain eight pages on London with some product taken from the London Travel Service programme.
Initially aimed at the self-drive market, the programme will be expanded in the autumn to include various travel options.