A 96-page “agent friendly” brochure is released tomorrow (11 May) featuring mainland Spain, the Balearics, Canary Islands, Portugal, Italy, Greece, Cyprus, and Turkey.

Packages centre on 106 luxury hotels in beach destinations, with brands including Ikos, Sani, St Regis, Jumeirah, Ritz Carlton and Domes. 

All holidays include private transfers, pre-booked seats, luggage, and speedy boarding as standard and will be offered from 24 UK airports.

The European Collection programme, which is also available to order via Tradegate, will be backed by the operator’s “largest ever” product launch with social media, email marketing, blogs and videos. Launch events will also be hosted across the UK including a European showcase event and a series of VIP agent dinners.

General manager Gordon McCreadie said Europe had been the region most requested by retail partners “for many years”.

He said: “I am thrilled that we have added Europe to our existing product range, and we are excited to take the company on this new venture. 

“We are established in the long-haul market thanks to the support we get from agents, in particular Indian Ocean, Caribbean and Arabia. Our feedback from retailers was that they missed a trade-only operator like us with our dedicated luxury specialists in the European market."

He added: “Our newly formed reservations team are eager to share their over 80 years’ worth of combined knowledge of this much-loved holiday region with our agents and their customers.”

To support the launch, agents will earn extra benefits on If Only’s My Loyalty Card Scheme of up to £600 on each booking. 

In addition, all European bookings during May will be entered into a prize draw to win a three-night stay at the Ritz Carlton Abama in Tenerife, plus fam trip places during 2023 and 2024.