Year-round trips to Austria and Switzerland are being introduced by Audley Travel with an expansion of its programme to central Europe.
The tailor-made operator is offering a mix of cities, lakes and mountains but not ski.
Austrian cities of cities Vienna, Salzburg and Innsbruck can be combined with Alpine exploration in a 14-day itinerary leading in at £9,975 per person.
An eight-day Switzerland lakes and mountains option starts at £6,450pp including Bern and Zurich (pictured), the Bernese Alps, riding the world’s steepest cogwheel train and a first class journey on the GoldenPass panoramic train.
The move comes as the company, which is marking its 30th anniversary, considers expansion into retail with potential sites in locations including London, Oxfordshire, Edinburgh, Cardiff, Norwich, Southampton and Bristol.
The operator described the move as a “brand-new chapter” on the high street, aiming to capture footfall and build long-term client relationships.