Midlands-based ‘miniple’ agency Bowen’s Travel has agreed to join the Hays Independence Group when its First Choice franchise agreement expires.
Bowen’s five-year contract with First Choice is due to expire in December. First Choice merged with Thomson-owner Tui after the agreement was signed, making the franchise scheme part of Tui Travel UK.
The switch of Bowen’s Travel’s 39 stores located around the East Midlands will make the chain one of the Independence Group’s largest members.
Bowen’s Travel also operates three coach holiday brands – Bowen’s, Appleby’s and York’s – that will remain separate under a new umbrella brand BGT Travel.
Hays Travel managing director John Hays said the relationship would be closer than the usual Independence Group agreement, with Hays looking after aspects such as the payroll and marketing.
Hays said: “They are a well-established business. I found the management team to be thoroughly nice people, there is a really good cultural fit and there was a real meeting of minds.”
The deal gives Hays a foothold in a part of the country where it has previously not been strong. Hays Independence Group had about 180 branches before the Bowen’s deal.
The other First Choice franchise, Just Go, is understood to have renewed its deal with Tui Travel UK.