On the Beach cuts 107 jobs in tech automation push

On the Beach has confirmed 107 employees have been made redundant following a formal consultation process to “automate and streamline operational processes”.

The figure suggests more than 20% of the company’s headcount has been affected, with the group’s last annual report showing it employed 505 staff as of September 30, 2025.

The online travel agent launched the 45-day consultation on March 26, warning at the time that technology-driven efficiencies meant roles across the business were at risk.

A spokesperson for On the Beach confirmed on August 6 that the consultation had concluded, with 107 positions made redundant.

The business added that no staff were redeployed into alternative roles within the company.

An On the Beach spokesperson said: “Following the consultation process, 107 roles have been made redundant. Investment in technology has enabled us to automate and streamline a number of processes.

“These changes were made to drive operational efficiencies, deliver a better experience for customers and support our future growth.”

The redundancy process follows a period of strategic change for the group. In September 2025, On the Beach announced the closure of its Classic Collection B2B arm to focus on core B2C activities, a move that was met with sadness by the trade.

Speaking when the consultation was initiated in March, chief executive Shaun Morton said investment in technology meant several processes could be automated, putting roles at risk.

The push towards automation forms one of four primary strategic pillars outlined in the group’s annual report – alongside customer retention, expanding holiday choice, and trust – as it targets operational leverage across its tech platform.

Despite reporting a temporary downturn in demand earlier in the year following the outbreak of conflict in Iran, On the Beach has maintained its medium-term financial targets of £85 million in pre-tax profit and total transaction value (TTV) of £2.5 billion, alongside strong growth in direct app bookings.

The business posted its current record TTV for the year to last September, recording sales of £1.25 billion, up 11% year on year.