The Norad Travel Group has acquired Wiltshire-based Howard Travel, according to reports.
Full details of the acquisition have not yet been revealed, but the deal creates a group with a turnover of about £32 million and more than 50 staff.
The addition of Howard Travel, which will continue to trade under that name, will increase Norad’s business in the luxury and niche markets.
Mick Gibbs, chairman and chief executive of Norad, said: “Howard Travel is a great fit for the Norad Travel Group, from the people ethos, to the professional work ethic.
“We both saw with the combined total of our business knowledge, we would together forge a brand that would deliver a strong, experienced and unrivalled personal service that will ensure a better value proposition, something no algorithm on the internet can do and something our customer base demands.”
Norad was established in 1981 and has offices in Hampshire, Wiltshire, Kent and Somerset.