UK walking holiday specialist Countrywide Holidays is to be marketed through the trade for the first time following the setting up of a joint venture with Shearings.
The deal has meant that new brochures, which include options to stay at a large selection of both Shearings’ and Countrywide’s Hotels, have been sent to agents nationally.
As part of the deal, Shearings has bought two of Countrywide’s hotels – at Hope in the Peak District and Borrowdale in the Lakes.
It has also agreed a management contract for a further two in Whitby and Eskdale.
Shearings hopes the strength of its brand will now encourage agents to add the new brochure to the stands.
Shearings sales and marketing director Chris Barnes said: “We need to bring this product to the attention of the agents, and with the clout of the Shearings name, we think we can do that.
“In one week, 300 independent agents have contacted us for bulk supplies of the brochures, which is positive.”
However, Barnes said multiples were a different story reserved judgement on how the brochure will be treated. “It’s just too early to say,” he said.