Premier Holidays

What Premier Holidays does

Premier Holidays is a UK-based tour operator, founded as a division of Premier Travel Group (established 1936) and incorporated as Premier Holidays Ltd in 1984, headquartered in Cambourne, Cambridgeshire. The company sells tailor-made and pre-packaged holidays primarily to UK individual consumers, with secondary service to group/corporate clients and travel agent trade partners. Core products include short breaks to Channel Islands (Jersey, Guernsey) and Isle of Man — its market specialty — and long-haul "Faraway" packages to Asia (Thailand, Vietnam, Cambodia, Malaysia, Sri Lanka), the Indian Ocean (Maldives, Seychelles), the Middle East (Dubai, Qatar), North America (USA, Canada), and Oceania (Australia, New Zealand), plus touring itineraries and niche event packages such as Isle of Man motorsport weeks, Qatar F1 Grand Prix, and Channel Islands Pride.

The underlying technology stack is deliberately non-proprietary: there is no in-house booking platform, no mobile app, and no AI-driven itinerary engine. All bookings flow through human travel advisors reachable by phone (03444 937 444) and email ([email protected]), supplemented by an online multi-step quote-request form. Financial protection is delivered through ABTA membership (V0762) and ATOL licensing (2713), and ancillary services such as airport parking, hotels, and travel insurance are routed via partner Holiday Extras under an affiliate referral arrangement.

Premier Holidays operates a sales-led, advisor-mediated go-to-market. Revenue is generated principally through one-time package holiday sales — flights, accommodation, and transfers bundled and marked up — priced per person (short-haul packages from approximately £445; long-haul from £969 to £3,949 per person). Per-transaction unit pricing is dynamic, with no subscription tiers and no public self-service online booking; every booking requires a personalized travel advisor quote. A secondary commercial channel monetizes through affiliate commissions on partner-sold travel insurance. Premier Holidays is a privately held subsidiary within the Premier Travel Group conglomerate, which also operates 37 high-street retail branches across East Anglia.

Name

Premier Holidays

Legal name

Premier Holidays Ltd

Website

https://premierholidays.co.uk

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

51–100 employees

Short description

Premier Holidays is a UK tour operator (part of Premier Travel Group, est. 1936) selling tailor-made package holidays via travel advisors by phone, email, and online enquiry, specialising in Channel Islands short breaks and long-haul destinations including Asia, the Americas, and Oceania.

Ownership category

akta.pro rank

Product category

Tour Operator Services

NAICS

Tour Operators (561520)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Island, Beach & Resort Travel Agencies (THAKAFAL)

Keywords

• Package holidays
• Tailor-made tours
• Channel Islands travel
• Long-haul destinations
• Group travel services

Headquarters

HQ city

Cambridge

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Package Holiday Sales: Premier Holidays generates revenue primarily through selling complete holiday packages including flights, accommodation, and transfers to consumers. They act as a tour operator, bundling components and selling them at marked-up prices to end customers.
2. Travel Insurance Distribution: The company offers travel insurance through partnership with Holiday Extras, earning commissions on policies sold alongside holiday bookings.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Premier Holidays is a UK-based independent tour operator that designs, sells, and arranges package and tailor-made holidays combining flights, accommodation, and transfers to destinations worldwide. It has specialist expertise in the Channel Islands (Jersey, Guernsey) and the Isle of Man, alongside long-haul destinations across Asia, Africa, the Indian Ocean, North America, and Australasia, and offers group travel, motorsport, and special event packages.

Product overview

Premier Holidays is a travel agency platform operated as a tour operator, offering a unified service for booking and planning holidays. The core products consist of Package Holidays and Tailor-Made Holidays, supported by specialized offerings including Short Breaks to Channel Islands (their market specialty), Faraway Destinations for long-haul travel, and Touring Itineraries covering self-drive, escorted, and independent tours. Additional products include Isle of Man Motorsport Packages and Special Events Packages for themed events. The platform also provides a Holiday Planning Tool for online quote requests, plus add-on modules for Travel Extras (airport parking, hotels) and Group Travel Services. The company operates exclusively as a tour operator without a platform-plus-modules architecture; all services are delivered directly through their reservation teams and website.

Differentiator

Problem solved

Functional benefit

Products and services

• Tailor-Made Holidays Custom-built itineraries combining flights, accommodation, and transfers, with flexible travel dates, durations, and accommodation choices, aimed at individual travellers seeking holidays that mass-market package operators tied to a single airline cannot accommodate.
• Package Holidays Pre-arranged package holidays combining flights, accommodation, and transfers to worldwide destinations, financially protected under ATOL and ABTA, sold to individual UK consumers via direct channels and trade agents.
• Channel Islands Short Breaks Short-break packages to Jersey and Guernsey with example pricing from £259 per person, reflecting Premier Holidays' specialist positioning in the Channel Islands.
• Faraway Destinations Holidays Long-haul package and tailor-made holidays to worldwide destinations including Canada, Thailand, Vietnam, Cambodia, Malaysia, Sri Lanka, Australia, New Zealand, South Africa, Seychelles, and the Maldives.
• Touring Itineraries Multi-destination touring itineraries that combine multiple destinations into a single pre-arranged journey, offered as a distinct holiday type alongside short breaks and faraway destination packages.
• Isle of Man Motorsport Packages Specialist motorsport packages to the Isle of Man TT and Festival of Motorcycling, combining event tickets, travel, and accommodation for fans travelling from the UK.
• Formula 1 Grand Prix Packages Formula 1 Grand Prix travel packages to international races, such as Abu Dhabi, combining race tickets, flights, accommodation, and transfers for motorsport fans.
• Special Events Packages Travel packages built around specific sporting, cultural, or seasonal events beyond Premier Holidays' core touring and destination programme, sold to individual travellers.
• Group Travel Services Dedicated group travel service for clubs, societies, associations, and corporate or private groups of ten or more travellers, arranging flights, accommodation, transfers, and event access as a single package.
• Travel Agent Trade Partner Programme A B2B trade partner programme providing UK travel agents with access to Premier Holidays' package and tailor-made product via a dedicated trade portal, enabling agents to book on behalf of their end clients.
• Travel Insurance and Extras via Holiday Extras Travel insurance and ancillary extras (such as airport add-ons) supplied through a partnership with Holiday Extras, added to Premier Holidays bookings to give customers a single point of cover and convenience.
• Jersey Holidays Package and tailor-made holidays to Jersey, with example short-break pricing from £259 per person, reflecting Premier Holidays' specialist Channel Islands positioning.
• Guernsey Holidays Package and tailor-made holidays to Guernsey, with example short-break pricing from £259 per person, supporting Premier Holidays' specialist Channel Islands positioning.
• Isle of Man Holidays Package and tailor-made holidays to the Isle of Man, supporting Premier Holidays' specialist positioning in the British Isles alongside the Channel Islands.

Quantifiable outcome

• 90 years of travel industry experience
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Holiday ExtrasminorChannel Partner/ Reseller/ DistributorPremier Holidays works with Holiday Extras as their preferred travel insurance partner. Customers are directed to Holiday Extras (via app.holidayextras.co.uk/?agent=WQ194) for travel insurance policies. Premier Holidays earns commission on policies sold through this channel. Holiday Extras provides comprehensive insurance policies with COVID-19 cancellation coverage options.
• ABTA (Association of British Travel Agents)coreOthersPremier Holidays is a member of ABTA (membership number V0762), abiding by ABTA's Code of Conduct. Membership provides financial protection for sea travel and accommodation-only bookings under the bond held with ABTA. This is a regulatory membership rather than a commercial partnership.
• Civil Aviation Authority (ATOL)coreOthersAir holiday packages are ATOL protected by the Civil Aviation Authority. ATOL number 2713 provides financial protection ensuring customers receive refunds if the company fails. This is a regulatory protection scheme rather than a commercial partnership.
• Teesside International AirportminorChannel Partner/ Reseller/ DistributorTeesside International Airport announced a new summer route to Guernsey for 2026, operated by Premier Holidays. The service connects via Jersey and operates weekly from May to September 2026. This partnership expands Premier Holidays' regional flight access from the North East of England.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Love Holidays: UK-based digital-first online travel agency selling dynamic package holidays (flight + hotel) with self-service booking. Comparable as a competitor in the UK package holiday market, but operating at much larger scale with a fully digital self-service model that contrasts with Premier Holidays' advisor-led approach.

Direct peers

• Audley Travel: UK specialist tour operator focused on tailor-made, long-haul holidays sold through a network of country-specialist travel advisors. Highly comparable on premium tailor-made positioning, advisor-led GTM, and long-haul destination focus (Asia, Africa, Americas, Indian Ocean).
• Trailfinders: UK-based independent tailor-made tour operator offering long-haul, multi-country holidays with a high-touch, advisor-led sales model. Directly comparable to Premier Holidays on independence from any single airline, tailor-made itineraries, and the absence of self-service online booking.
• Kuoni (DER Touristik UK): Long-established UK tour operator known for premium, tailor-made long-haul holidays (Asia, Indian Ocean, Africa). Operates under the same advisor-led, tailor-made specialist positioning as Premier Holidays, particularly in the Faraway and luxury resort segments.

Broad incumbents

• British Airways Holidays: ATOL-protected package holiday brand of British Airways, offering flight+hotel bundles to long-haul destinations. Comparable as an ATOL-protected UK tour operator selling package holidays with flights, though tied to a single airline.
• Jet2Holidays: Major UK package holiday operator with self-service online booking tied to Jet2.com flights. Comparable as a UK tour operator selling ATOL-protected package holidays, though positioned as a mass-market, airline-tied competitor to Premier Holidays' independent approach.
• TUI UK: The UK's largest tour operator offering package holidays, cruises, and tailor-made options globally. Comparable as a UK package holiday provider with strong Channel Islands and long-haul presence, though at a far larger scale and with a captive airline.
• Hays Travel: Largest independent travel agency chain in the UK, offering package holidays, cruise, and tailor-made itineraries across multiple channels including retail branches. Comparable as a UK domestic-focused independent travel seller with both direct and trade-distributed holidays.

Regional players

• Saga Holidays: UK specialist tour operator focused on the over-50 demographic, offering escorted and tailor-made holidays with high advisor involvement. Comparable as a UK domestic tour operator with a specialist, advisor-led, niche-demographic focus, though serving an older cohort.

Others

• Holiday Extras: UK market leader in holiday add-ons (airport parking, hotels, lounges, travel insurance) and Premier Holidays' existing insurance distribution partner. Comparable as a UK travel-ancillary ecosystem player, though operating as an enabling partner rather than a competing tour operator.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/premierh0lidays
• Facebookfacebook.com/PremierHols
• LinkedInlinkedin.com/company/premier-holidays-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Premier Holidays