National Express Group has created a new coach holidays brand, Touromo, which will offer travel agents the chance to sell its short breaks and day trips in the UK and Europe.
The brand has been formed by bringing together seven local coach holiday operators: Lucketts Travel, Woods Tours, Stewarts Tours, Solent Tours, Coliseum Coaches, Mortons Travel and Worthing Coaches.
John Boughton, managing director of Touromo, said: “We have ambitious plans to become a major player in the UK coach holiday sector and the creation of Touromo means we can operate on a national scale.
“There is a strong demand for holidays and day trips and we know that customers are looking for more choice in the way they can travel but don’t want to compromise on quality or comfort.
“Touromo will allow us to enhance the breadth of our offering while still giving travellers the assurance of the great holiday experience you get from a trusted and experienced leisure travel provider.”
The launch has been backed by “significant investment” which includes a multi-channel marketing and advertising campaign with direct mail, social media and a TV commercial.
The newly branded vehicles will start operating their itineraries this month, with departures from selected points across the Midlands and southern England.
A dedicated online login is available for third-party travel agents and partners to manage bookings.
The main contact for trade will be Katie Murray, business development manager for Touromo. The brand will offer agents marketing materials, training, brochures and ongoing support to help them boost sales and diversify their product range.
Murray said the operator is seeing plenty of interest for its luxury Platinum range as holidaymakers are happy to spend a bit more than usual for a special holiday experience.
The best-selling destinations include Wales, the Lake District, and the southwest counties of Devon and Cornwall. Popular itineraries include The Isle of Man, All Inclusive in Snowdonia, and Orkney and the North Coast Route.