The Co-operative Travel is to give each of its retail stores a dedicated page on its website following a trial of 40 stores.
Managing director Mike Greenacre said all 373 branches would have their own customised page on the site, such as co-operativetravel.co.uk/manchester, with information on the staff and their specialisms.
The stores will get commission if a customer books online through their page, in an effort to establish a more joined-up approach between the retail stores and online.
The initiative will be rolled out on a branch by branch basis, and is expected to be completed by the summer.
Speaking as the trial was launched last year, director of distribution Alistair Rowland said: “We don’t want customers to feel pulled between the shop and the site, so we need a more joined-up approach. The site should be seen as supporting the shops.”