The Co-operative Travel Group has overhauled its main website and plans to relaunch it in November.
The revamp is part of a three-year distribution strategy to make the Co-op Travel brand as recognisable online as it is on the high street.
Co-operativetravel.co.uk will have increased content such as reviews and videos as well provide a better user experience through personalisation and a shorter booking journey.
The site will also feature Co-ops ethical values and sustainable travel more prominently.
Once the site is up and running the plan is to redirect traffic from travelcare.co.uk to it.
United Co-op Travel and Travelcare merged in 2006 to form Co-operative Travel.
Head of e-commerce Neil Hardy said: “We’re trying to take the old United Co-op site and the Travelcare site and combine them but making sure we don’t lose any of the value in terms of the ranking on search engines.”
The group is also working on its cumbriacruise.co.uk site and new version planned for later this year. Port guides with Google maps were recently added to the site.
Hardy also said the company is looking at its online marketing strategy and has just signed a search engine optimisation specialist to work on the sites.
“We want to make sure we build the brand and a website that is profitable. We already use an agency for marketing and we’re getting good click through rates.”