On the Beach begins consultation process which ‘may put some roles at risk’

On the Beach has begun a formal consultation process as it continues to “automate” its processes, which “may put some roles at risk”.

The online travel agency (OTA) confirmed the 45-day process began on Thursday, March 26 and employees have been informed.

While the total number of affected positions has not been disclosed, the business cited technological “streamlining” as the reason behind the proposal.

Chief executive Shaun Morton said: “As we continue to invest in technology to support our future growth, some of our processes can now be automated or streamlined. As a result, we are proposing changes which may put some roles at risk.”

He added: “We understand this is difficult news for those affected and will support them fully through the consultation process.”

On March 12, the company reported a “significant downturn” in demand following the outbreak of conflict in Iran, leading to a temporary suspension of its annual profit guidance.

Despite these challenges, the OTA’s bosses said they remained “confident” of achieving medium-term targets of £85 million in pre-tax profit and a total transaction value (TTV) of £2.5 billion.

Between October 1 and February 28, On the Beach reported a 58% surge in direct app bookings.

The group also recently integrated its inventory with major AI platforms, including submitting its app to ChatGPT.

In September 2025, On the Beach announced it was closing its Classic Collection B2B arm to focus on its core B2C activities, a move which was met with sadness by the trade.