Scandinavian low-cost OTA announces UK expansion

Primera Holidays to deploy algorithms to give ‘best prices’ for its dynamically packaged holidays Continue reading →

Scandinavian low-cost online travel agency Primera Holidays is establishing an arm in the UK to offer dynamic packaging to a range of destinations.

The first holidays on offer start from March 1 from Heathrow to the Costa del Sol in Spain.

Trips to Dubrovnik, Majorca, Gran Canaria and other destinations will then be made available.

Primera Holidays claims to be able to compete with established players in the UK trade by offering the best prices using algorithms to match hotels and flights, as it does in Denmark.

The OTA will take advantage of the group’s relationships with hotels in Spain, Greece and Croatia, matching low fares from all the main carriers in the UK including Jet2holidays, easyJet, Norwegian and British Airways.

Primera Holidays is part of the Primera Travel Group, owner of Scandinavian tour operators and budget carrier Primera Air, which is starting flights from Stansted and Birmingham airports to Toronto in May.

The group served more than one million passengers last year with a combined turnover exceeding €500 million.

Group president and chairman Andri Már Ingólfsson said: “We are very proud to announce the expansion of our business that we have been building for more than 20 years in Sweden, Iceland, Denmark and other countries.

“Now we want to take it to a new challenging market – the UK.

“Our team – which consists of the best and brightest professionals – are adept in sourcing the best flight and hotel options to develop dynamic package holidays.

“We have worked hard throughout 2017 to develop a strong offering and are confident that we will grow to be a market leader in 2018 and 2019.”