Amathus Holidays in franchise deal with Yourholidaybooking.com
Amathus Holidays will operate under a new franchise agreement with Yourholidaybooking.com.
The brand will retain its identity and trade as part of Midcounties Coop Travel with a new B2B website launching in April.
It will be led by managing director Janette Bell, formerly commercial director of Bedbank and Aphrodite Hills Resort Holidays.
Amathus UK has been in talks to licence Amathus Holidays to another tour operator since the failure of Preston Travel Group last month, which had held the licence since November 2005.
Amathus (UK) Ltd, a 100% subsidiary of Amathus Public Ltd based in Cyprus, has operated and sold holidays out of the UK since 1963 to Greece, the Greek Islands and Cyprus.
Peter Healey, CEO and owner, Vertical Group and Yourholidaybooking, said: "Amathus Holidays is a well respected brand, providing quality and luxury products for the travel agent community, through its B2B activity.
"The brand is a natural fit with our existing luxury portfolio within YHB. Janette Bell brings with her over 20 years industry, local knowledge and experience, especially in the field of luxury tour operation for Cyprus and Greece".
Your Holiday Booking is an umbrella brand within The Vertical Group and includes Your Hotel Integration, Bedbank, Miss Ellies, Holiday Elite, Aphrodite Hills Resort Holidays and Transfers 4 Travel.
Alistair Rowland, group general manager for Midcounties Co-operative Travel said: "The Coop Consortium is delighted to work with Janette and Peter with Amathus Holidays."
Diane
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