Phone number-finder 118 118 has recruited former Teletext Holidays managing director Victoria Sanders to launch a travel division.
It believes customers will be happy to buy holidays from its “trusted” directory services brand.
Sanders, who started in her new role on Tuesday, has been given the freedom to devise a “full service strategy” for the business.
She said this may involve one or several websites, a social media strategy and mobile phone apps.
Sanders said 118 118’s ambitions for the travel sector were “huge”, adding: “It’s completely in its infancy, but 118 118’s appetite to really expand in travel is something that attracted me to the role.
“They recognise there are a number of good players out there, but they want to do something a bit different and believe the strength of their brand, which is a household name, will enable them to do that.”
Sanders said the company was confident that customers happy to call 118 118 for a phone number would also ring the same call centre to buy a holiday.
Sanders’ role also includes responsibility for travel content for flash-sale site KGB Deals, which is part of the 118 118 group.
She said: “For KGB Deals, my remit is to see if there can be any improvement in what we are currently doing, if things can be done better and if we can really expand it.”
Sanders said she had not decided yet whether to use the KGB Deals’ database for the 118 118 travel brand, adding: “It would not be difficult to build a database for 118 118, but you could equally cross them over.”
Sanders left Teletext Holidays in March, after working for almost nine years for the company. She was replaced by Daniel Taylor.