Published on Tuesday, January 30, 2018

Scandinavian travel giant enters UK market

Scandinavian travel giant Primera Travel Group, also the parent of transatlantic low-cost airline Primera Air, is launching an online travel agency in the UK.

Its new travel agency, Primera Holidays, will offer trips to the 'most popular destinations in and around the Mediterranean'.

Initially it will not have a physical presence in the UK, but it might open an office later. A spokesperson said: "It is in the plans after fully launching the business and possible locations are being reviewed."

"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," said Andri Mar Ingolfsson, president and chairman of Primera Travel Group.

"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."

From March 1, the agency will launch with packages from Heathrow to the Costa del Sol.

Trips to Dubrovnik, Majorca, Gran Canaria and other Med favourites will be added later, it said.

"Despite the high competition, Primera Holidays will be able to offer the best prices for its customers using algorithms to match hotels and flights, tested with great success in Denmark," said the announcement.

"The service will leverage Primera Travel Group's cooperation with the best hotels in Spain, Greece and Croatia, matching low ticket fares from all the main carriers in the UK - Jet2, EasyJet, Norwegian, British Airways, Primera Air etc."

The company is promising options from key UK airports and 'customer-friendly' payment plans available for most packages.


Primera Travel Group carried more than 1 million passengers on holiday last year with a combined turnover of more than €650 million.


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