National Express coaches are to be combined into domestic holiday packages by the owner of Super Break and Laterooms.com.

A new ‘Holidays by National Express’ brand will use Malvern Group’s technology platform to offer travel, hotels and experiences including attractions, tours and theatre tickets, to the trade.

The travel technology company has forged a strategic partnership offering a new way to book UK holidays or short break packages with travel by the coach firm.

The trip planning and booking tool aims to increase the booking value for partners and improve overall customer loyalty.

The platform enables travel companies to expand their offering to consumers with UK holidays which are Abta bonded and compliant with European package travel regulations, according to Malvern.

Executive chairman Hugo Kimber said: “We are delighted to be partnering with one of the UK’s most recognised travel brands to launch ‘Holidays by National Express’.

“Through our expertise in travel and technology, we strive to empower our partners to grow their business through a full service, fully integrated technology offering.

“This partnership shows great momentum for Malvern Group as we continue to transform the travel technology sector and deliver exceptional end-user experiences.”

National Express UK Coach managing director Chris Hardy said: “We already transport over 20 million people a year around the UK, so it makes sense to offer them a full package of options such as hotels and attractions, to complete their journey.

“By working with Malvern Group, Holidays by National Express is using the latest technology to allow customers to simply and quickly choose from budget to boutique and book a great value travel package.”

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