Superbreak brand revived as an OTA

The Superbreak brand has been revived as an online travel agency specialising in UK hotel stays seven years after the tour operator’s demise.

Super Break went into administration on August 1, 2019, along with parent company Malvern Group and sister brand Laterooms.com, with debts of £50 million.

The much-loved trade brand, founded in 1983, has been acquired by Wowcher Group and relaunched as an OTA selling direct to consumers online and focused on hotel packages and value-added UK breaks. 

It is offering exclusive hotel deals, theatre breaks, wellness retreats, premium travel experiences, and trips including added extras and upgrades, with the promise of “access to trending destinations at compelling prices”.

It already has more than 600 properties in the UK and internationally live on its website and is confident this will increase “significantly” in the coming months following its initial soft-launch.

Currently there is currently no transport element, such as rail or coach, but the company said it was in discussion with “potential partners” to add this in future.

The new Superbreak is separate to deals specialist Wowcher but its suppliers, including hotels, theatres and attractions, will benefit from the group’s marketing reach and customer base. 

The brand sports an orange and blue logo in contrast to the previous tour operator brand, which went through several overhauls, from dark blue and orange to lime green and purple logo, and prior to its collapse, black writing framed by brackets.

It is also being positioned away from Wowcher’s deal-led proposition and focuses more on experience-led value and inspirational trips rather than competing purely on price.

Wowcher Group chief executive George Oborne said: “This is not just a nostalgia play. We see a real opportunity to bring the Superbreak spirit back, but in a way that reflects how people travel now.

“Value is still hugely important, but our insight shows that it is no longer just about the lowest price. Our data shows strong consumer demand for breaks that feel easy, rewarding and memorable. Whether that is a hotel stay with thoughtful extras, a wellness weekend, a theatre trip or a destination people have been meaning to visit.

“For our merchant partners, Superbreak gives us a dedicated travel platform with a trusted name and a clear customer promise. We want to work with hotels, attractions and experience providers to create packages that are commercially strong for them and genuinely appealing for customers.”

Sample product includes a one night bed and breakfast stay for two people at the Holiday Inn London Limehouse, including dance floor tickets, from £165 on June 3, 2026.