Kuoni has unveiled a new brand called Breeze, selling holidays to the US and Canada.
City breaks and multi-centre packages will be sold via a new website and through Kuoni retail and partner stores.
The brand describes itself as “Kuoni’s clever little sidekick”.
Holidays can be customised with additional nights, destinations and sightseeing experiences.
The operator and agency said the “new direction” for North America sales was part of its business recovery strategy.
Matt Hodgson, head of digital at Kuoni’s parent, Der Touristik UK, said: “This is a new destination-based approach which is a change of direction for us, but an exciting move as we look to grow business in a part of the world we weren’t previously well known for.
“We’ve had a complete rethink on the way we approach selling North America as part of our business recovery planning and have spent the past year and a half developing the concept, range, design and technology.”
Breeze will be a direct-sell offering from Kuoni.
Hodgson said: “Our trade bookings for North America pre-pandemic were minimal, so it wasn’t a part of the world agents associated us with.
“We needed to find a way to make it profitable and that has required creative thinking in a market which is dominated by online agents.
“We think we’ve created something fresh which will stand out and differentiates us from other players in the online market.”
Pictured: Golden Gate Bridge, San Francisco, California