On the Beach-owned operator Classic Collection expects its restructure under a single brand to be completed by mid-June.
Currently, the B2B operator has two brands – Classic Collection Holidays and Classic Package Holidays.
It said on Tuesday: “Following a six-week strategy review, Classic Collection Holidays has announced that it will move forward as a single brand – Classic Collection – which will be 100% trade-focussed.”
Si Morris-Green, director of B2B businesses, said: “In order to compete and win we have designed a simplified business model.
“Operating a single brand and single platform solution is a more streamlined and efficient way of working.
“It will help us to leverage opportunities for long-term growth to the benefit of our agent partners, mutual customers and suppliers.
“Our new structure will play to our strengths: our trade-only, online bookable platform; our industry-leading Black Card reward incentives; the service and support to our trade partners; and our extensive product choice and flexible approach to flight-inclusive holidays.”
More: On the Beach confirms commitment to B2B Classic Collection despite ‘intensified’ competition
For single-centre holidays Classic Collection will feature a trade-only 24/7 booking platform offering a choice of more than 5,000 hotels in 70 destinations, with flights from more than 20 UK airports and various resort transfer and luggage options.
For complex twin and multi-centre holidays, luxury rail itineraries, boutique cruises and premium luxury holidays, ‘Tailor-made by Classic Collection’ will offer expert travel advice by phone for trade partners.
Hold luggage, private resort transfers and 24/7 resort service will be offered as standard on tailor-made bookings.
Morris-Green added: “The new Classic Collection reflects the experience, trusted expertise and reputation of our market-leading customer service proposition that we have gained during the best part of four decades of operating in the UK travel industry.
“It demonstrates that we are more committed than ever before to support our agent partners with wide-ranging product, great service and a truly 100% trade-focussed team.
“I’d like to thank our trade partners for their continued support as Classic Collection embarks on an exciting new chapter in its history.”
Parent company On the Beach reiterated its commitment to the B2B channel and a single Classic Collection brand in a results announcement earlier on Tuesday.
The OTA confirmed in March the departure of former Classic Collection chief executive Andy Freeth and product and commercial director Alex Gavalda.