Polka Dot Travel
Polka Dot Travel is a UK independent travel agency serving individual holidaymakers and families across the Midlands and North Wales through 15 high street branches, a call centre, and an online booking platform, operating as a retail agent for 300+ tour operators on a commission basis.
- Company typePrivate
- Founded2013
- HeadquartersWhittington, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Polka Dot Travel does
Polka Dot Travel is a UK-based independent travel agency established in 2013, operating as a wholly-owned trading name of Hays Travel Limited following the October 2025 acquisition. The company serves individual holidaymakers and families in the Midlands and North Wales through a multi-channel distribution model comprising 15 physical high street branches, a UK-based call centre open seven days a week, and an online booking platform at polkadottravel.co.uk.
The technology stack is centered on a tr10 Travel-powered website booking platform integrated primarily with Jet2 Holidays inventory, enabling customers to search package holidays by departure airport, destination, dates, and party composition. The platform displays ATOL-protected air holidays with real-time pricing, 22kg baggage inclusion, and free child place options. An interactive Google Maps-based branch finder supports the physical retail network. Customer payments are protected through a Trust Account supervised by an appointed trustee, providing financial safeguarding beyond standard ATOL and ABTA protections. The company also resells travel insurance via a referral partnership with Holiday Extras.
Revenue is generated on a commission basis as a retail booking agent for over 300 tour operators, with customers contracting directly with the disclosed supplier. Pricing is transactional with a £60 per person deposit, per-booking credit card surcharges (2%), and telephone booking supplementary charges. The business employs approximately 74 staff and is positioned as the fastest growing travel agency in its core regional market. All operations remain under the Polka Dot Travel brand following Hays Travel acquisition clearance by the UK Competition and Markets Authority in April 2026.
Polka Dot Travel firmographics
Firmographics- Name
- Polka Dot Travel
- Legal name
- Hays Travel Limited
- Website
- https://polkadottravel.co.uk
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Polka Dot Travel is a UK independent travel agency serving individual holidaymakers and families across the Midlands and North Wales through 15 high street branches, a call centre, and an online booking platform, operating as a retail agent for 300+ tour operators on a commission basis.
- Ownership category
- akta.pro rank
Polka Dot Travel industry classification
Industry- Product category
- Travel Agency Services
- NAICS
- Travel Agencies (561510)
- akta.pro primary industry
- Fee-Based/Independent Trip Planners (No Booking) (THAKAOAA)
- akta.pro secondary industry
- Travel Insurance (Trip Cancellation/Interruption & Delay) (FSAJAJAA)
Keywords
Where Polka Dot Travel is headquartered
LocationHeadquarters
- HQ city
- Whittington
- HQ country
- United Kingdom
- HQ region
- Europe
Offices16 records
Markets served
Polka Dot Travel business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Travel Agency Commissions: Acts as a retail booking agent for tour operators, earning commissions on holidays booked. Customers contract directly with disclosed suppliers while Polka Dot Travel acts as the intermediary.
- Package Holiday Sales: Revenue generated from markups on package holidays sold through physical branches, call centre, and website. Prices include ATOL-protected air holidays.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Package holidays from major tour operators including Jet2 Holidays |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Polka Dot Travel product offering
Product offeringCore offering
Polka Dot Travel is a UK independent travel agency that sells ATOL-protected package holidays on behalf of tour operators, primarily Jet2 Holidays. Customers can book through 15 high street branches across the Midlands and North Wales, a UK-based call centre open seven days a week, or an online booking platform powered by tr10 Travel technology. The agency also retails travel insurance through Holiday Extras and offers a Trust Account money protection system beyond standard ATOL/ABTA safeguards.
Product overview
Polka Dot Travel is a UK independent travel agency operating across 15 high street branches, a UK-based call centre, and an online booking platform. The business acts as a retail agent for over 300 tour operators, offering ATOL-protected package holidays. Its three service channels — in-store, call centre, and online — are powered by tour operator partnerships, primarily Jet2 Holidays, and complemented by travel insurance sold via Holiday Extras. All channels share the same brand, customer protections (Trust Account, ATOL), and product catalogue.
Differentiator
Problem solved
Functional benefit
Products and services
- In-Store Travel Agency Polka Dot Travel operates 15 physical high street branches across North Wales, Shropshire, Mid Wales, and Cheshire where individual customers can book package holidays in person with travel consultants.
- Online Holiday Booking Platform Website-based travel agency platform enabling customers to search and book ATOL-protected package holidays online. Displays real-time holiday deals from Jet2 Holidays and other tour operators, with filtering by departure airport, destination, board basis, and price.
- UK Call Centre Booking Service UK-based telephone call centre staffed by travel experts, open 7 days a week (10am–8pm), enabling customers to make holiday bookings and enquiries by phone at 0330 124 2220.
- Travel Insurance Travel insurance product retailed through the Polka Dot Travel website via an agent referral link to Holiday Extras (agent=WA597), providing consumer travel cover alongside holiday bookings.
Quantifiable outcome
- Regions fastest growing travel agency in Shropshire and North Wales
- +1 more outcomes
Companies that use Polka Dot Travel
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles3 records
Polka Dot Travel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Polka Dot Travel partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Hays TravelcoreHays Travel acquired Polka Dot Travel in October 2025 as part of expansion strategy. Polka Dot Travel continues trading under its original name with all jobs retained. The acquisition was reviewed by the CMA and cleared in April 2026. Integration was temporarily paused during CMA investigation.
- Jet2 HolidayscoreJet2 Holidays is the primary tour operator whose holiday packages are displayed and sold through Polka Dot Travel's website and booking platform. The company operates as a retail agent for Jet2 Holidays and other operators.
- ATOL (Civil Aviation Authority)coreATOL protection by the Civil Aviation Authority ensures that air holidays shown on Polka Dot Travel website are financially protected.
- ABTAcoreABTA membership provides additional consumer protection and accreditation for the travel agency services.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Polka Dot Travel competitors and assessment
Company assessmentDirect peers
- On the Beach: UK online travel agency focused on beach and package holidays with similar customer demographic. Competes for the same package holiday bookings but operates purely online without high street branches or call centre support.
- The Independent Travel Company (Millington Travel): UK independent travel agency also acquired by Hays Travel (alongside Polka Dot Travel) and cleared by the CMA in April 2026. Operates a similar multi-channel independent travel agency model serving overlapping UK regional markets.
- Trailfinders: UK independent travel agency with high street branches and a strong reputation for personalized service and trusted advice. Comparable as a high-touch, multi-channel independent agent competing for similar UK holidaymaker customers.
- loveholidays: UK-focused online travel agency offering package holidays with similar Jet2 Holidays and other tour operator inventory. Competes for the same individual holidaymakers and family travellers but as a digital-only OTA.
- Hays Travel: UK's largest independent travel agency group and Polka Dot Travel's parent company since October 2025. Operates a similar multi-channel model combining high street branches, call centres, and online booking, serving the same UK package holiday market with multi-supplier inventory.
Broad incumbents
- Thomas Cook (relaunched): Relaunched UK package holiday brand operating online and through third-party retail partners. Competes for the same UK package holiday customer and has historically partnered with independent agents like Polka Dot Travel to distribute inventory.
- Booking.com: Global OTA giant offering accommodation, flights, and packages. Competes indirectly with Polka Dot Travel for UK holiday bookings, particularly for price-sensitive or self-serve customers, but operates at vastly greater scale and without physical branches.
- TUI UK: Largest integrated UK tour operator and retailer, operating hundreds of high street stores plus online booking. Competes directly with Polka Dot Travel for UK package holiday customers but is vertically integrated with its own airline and hotel inventory.
- Expedia: Global online travel agency offering flights, hotels, and package holidays. Competes for UK holiday bookings and represents the structural OTA alternative that Polka Dot Travel's high street and call centre model is designed to differentiate against.
Others
- Jet2Holidays: Primary tour operator supplier for Polka Dot Travel's website booking platform. Although a supplier relationship rather than direct competitor, Jet2Holidays sells direct to consumers and is increasingly building its own UK high street and digital presence, representing both the core inventory partner and a structural threat.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Polka Dot Travel social profiles
Digital presencePolka Dot Travel compliance and trust
Trust signalCompliance1 record
Polka Dot Travel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Polka Dot Travel leadership team
Management profileNumber of profiles
Profiles1 record
Polka Dot Travel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Polka Dot Travel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Polka Dot Travel
What does Polka Dot Travel do?
Polka Dot Travel is a UK independent travel agency that sells ATOL-protected package holidays on behalf of tour operators, primarily Jet2 Holidays. Customers can book through 15 high street branches across the Midlands and North Wales, a UK-based call centre open seven days a week, or an online booking platform powered by tr10 Travel technology. The agency also retails travel insurance through Holiday Extras and offers a Trust Account money protection system beyond standard ATOL/ABTA safeguards.
Is Polka Dot Travel a public or private company?
Polka Dot Travel is a private company. It is classified as corporate owned and is currently operating.
When was Polka Dot Travel founded?
Polka Dot Travel was founded in 2013. It employs 51 to 100 people.
Where is Polka Dot Travel based?
Polka Dot Travel is headquartered in Whittington, United Kingdom, in the Europe region.
How does Polka Dot Travel make money?
Two revenue lines are on record. Travel Agency Commissions are the primary driver. The others are package Holiday Sales.
Who are Polka Dot Travel's main competitors?
Direct peers on record are On the Beach, The Independent Travel Company (Millington Travel), Trailfinders, loveholidays and Hays Travel. Broad incumbents are Thomas Cook (relaunched), Booking.com, TUI UK and Expedia. Jet2Holidays is listed as an others.
Does Polka Dot Travel have an API?
No public API is recorded for Polka Dot Travel.
What industry is Polka Dot Travel in?
Polka Dot Travel's product category is Travel Agency Services. Its primary akta.pro industry code is THAKAOAA, Fee-Based/Independent Trip Planners (No Booking), with a secondary code of FSAJAJAA, Travel Insurance (Trip Cancellation/Interruption & Delay). Its NAICS code is 561510.