Shearings Holidays is to invest £25 million in its hotel chain this year and aims to increase its portfolio to 50 by the end of the year.

The operator is the sixth largest hotelier in the UK. It owns 46 hotels and plans to acquire four more.

Its new Be Inspired UK and Ireland brochure has split its hotel portfolio into three categories: three-star coast and country hotels classic collection and value collection.

Head of sales and marketing Fiona Greenhalgh said: “We have had to improve standards as well as invest in new properties.”

A website has been launched under the coast and country brand to move away from agents’ and the public’s perceptions of Shearings as a coach operator.

She added: “We need to get agents on board because they don’t think to offer Shearings. The big growth for us is independent travel and air and rail holidays.”

New to the brochure are £5 room upgrades, vantage coach seats for £10 per person, and £12.50 one-way trips on its Home Connect Service.

Meanwhile, its Explore Europe brochure has introduced more TGV holidays in France and Europe and more winter touring holidays in eastern Europe.