Reading-based travel agent Imperial Travel has decided to cease trading blaming tough market conditions.

The firm, which is an Atol holder and sold through deals websites like, has been operating independently for 17 years and was not part of any agency group or consortium.

A spokesman told Travel Weekly that the decision had been taken to cease trading and 60 forward bookings for customers who have not yet travelled have been taken on by Broadway Travel.

He said no decision had yet been made about the future but that the company was “taking some time out to consider its options”.

“Things are tough. There are difficult trading conditions and it was felt this was the right decision moving forward,” the spokesman said.

Imperial Travel specialised in leisure travel and sold holidays predominantly to short-haul destinations, although not exclusively.

The CAA’s Atol website does not currently list Imperial Travel as a failed company, but states it was licenced to carry 500 people annually.

The company does not have a website and was based on a trading estate in Richfield Place, Reading. It has nothing to do with South Ruislip-based Imperial Travel UK.

On March 30 the Reading Chronicle reported that a family had lost their £560 deposit after booking with Imperial Travel.

The newspaper claimed the family was told the firm had ceased trading but was unable to contact the agency for a comment.