A new dynamic packaging brand Co-op Recommends is to be unveiled by The Midcounties Co-op Travel in time the January peak selling period.

A deal struck with the bed bank division of On Holiday Group will give the Midcounties branch network, homeworking and call centre businesses access to exclusive discounts and added value deals negotiated directly with hotels on the Co-op’s behalf.

The Co-op Recommends site will go live in the new year following a decision by On Holiday Group to join the new consortium formed by The Midcounties Co-op Travel.

The site will promote partner hotels at the top of any destination search and via home page special offers, which in turn will be reflected in window displays or email shots to clients.

Midcounties and On Holiday Group claim this “joined up” approach to hotel promotion will allow them to directionally sell towards partner hotels offering better deals, which in turn will lead to more offers.

Midcounties’ group general manager of travel Alistair Rowland said: “We are excited about the new partnership and believe it will benefit both parties and deliver a great deal for holidaymakers. It gives us access to exclusive deals with added value for our customers.

“We will access accommodation and flights through a portal designed by On Holiday Group. However, it is more than an advanced technical solution, it is about providing a dynamically packaged tour operation, developing our offer and differentiating ourselves in the market.”

On Holiday Group chief executive Steve Endacott said: “Many hotels will often give extra discounts or added value, if a retailer is willing to guarantee that they will really get behind promoting these offers.

“The Co-op Recommends site gives hotels direct access to the Co-op’s front line staff who will push not just the cheapest hotel, but also the best value holiday offer.”

Midcounties has embarked on a strategy of rapid growth as it aims to become the leading independent travel retailer in the UK, with co-operative values at its core. Its consortium will retain principal Atol status for each of its members.