The announcement is a move away from the traditional high street travel agent and call centre consortium model with Midcounties planning to recruit more online agents and boost low-cost content in the future. Under the membership Midcounties will provide Flight Plus ATOL protection and preferential credit card clearance terms while businesses can retain their own commercial deals.On Holiday Group will be able to access low-cost carrier content, with Midcounties keen for members to “pool resources where possible and provide low cost options and benefits”.
The two are also working together to create a ‘Co-op Recommends’ hotel product for Midcounties’ branch, homeworking and call centre members using On Holiday Group’s hotel contracts and technology.
“In a market where everybody has the same hotel and flight stock, it is important to differentiate a company’s offering. Working closely with Midcounties to understand its customers’ requirements will allow our buying team to approach hotels for special offers specific to this channel,” said Steve Endacott, CEO of On Holiday Group. “Given Midcounties’ current scale and plans to expand its consortium via online travel agents, call centres and High Street agents, we believe our investment to deliver this product is justified and will greatly benefit both parties.”