WA Shearings Travel Shops are to be rebranded to Wallace Arnold Travel and become members of Advantage from May 1.
The move follows research suggesting the eight-strong miniple is seen as a coach specialist but the plan is to increase sales in other areas.
The shops will have new signage, which will include the Advantage logo, and in-store investment includes Micros Travel’s fully integrated front and back-office systems.
Shearings commercial director Caroline Brown said: “Our Travel Shops have a strong and loyal local customer base.
“Although renowned for offering coaching holidays, our business mix actually spreads across the travel spectrum. Joining Advantage will help us boost sales in these areas.
“Working with Advantage brings a host of benefits: membership to the UK’s leading independent consortium, business development opportunities and access to a wide range of holidays from the best known holiday operators in the UK.”
Advantage chief executive John McEwan said: “We have long had a working relationship with Shearings Holidays as a tour operator, but this has now developed to involve their retail outlets joining as members.
“It is particularly heartening that Wallace Arnold Travel sees its expansion plans being realised through Advantage.”
There are currently Wallace Arnold Travel branches in Castleford, Bradford, Wakefield, Huddersfield, Halifax, York, Rotherham and Chesterfield.