The new site will launch in January 2016, with alpharooms claiming it will offer "some of the most competitive rates in the industry as well as a flexible commission models".

The launch of betarooms.com is being managed by head of sales and operations, Emma Lelliott who joined alpharooms in August 2015 from Thomas Cook-owned MedHotels.

Lelliott reports into alpharooms chief executive Jacky Bedlow, who joined the business in August 2014.

Bedlow said: “Alpharooms is one of the most established online sites in the industry and has enjoyed consistent growth since it started 14 years ago.

“Our expertise, knowledge and supplier network makes us perfectly positioned to launch an industry leading product for the trade, and is a natural direction for the business.

“The launch of betabeds.com is exciting milestone for the business, and is just the start of our ambitious growth plans for the future.”