Kuoni is targeting the family market through a new partnership with Neilson Holidays as part of a drive to work with more companies.

Mark Duguid, vice-president of commercial and product, said the announcement comes as the operator seeks to create customers for life, not just special occasions.

He added that the deal would mean Neilson’s full range of 14 Greek and Turkish beach club holidays will be sold in Kuoni shops and via its personal travel experts.

“Our core market has traditionally been couples, and a large share of our business is honeymooners who are looking for something really special,” Duguid said.

“The challenge we have is that we lose some of those customers when they have children and move into the family market, so we wanted to find a travel partner with great quality resort hotels geared to the family market which matches our profile.

“As our retail business grows there is a clear opportunity to work with carefully selected like-minded brands that complement and expands our own in-house product range.”

Neilson specialises in the family market with activity-based trips to keep children occupied. Holidays on offer include the Vounaki Beachclub in Paleros, Greece, which opens in May 2015 and offers windsurfing, mountain biking and children’s clubs.

Duguid said: “The clubs are all high quality and have a great reputation. The focus is more on activities and quality of tuition and less about room furnishings.”

Richard Bowden Doyle, chief executive of Neilson, said: “Neilson’s beach club holidays are all about having a go at whatever it is that takes your fancy, from stand-up paddle boarding and waterskiing to tennis and mountain biking.

“I know our ‘relax as hard as you like’ ethos will appeal to Kuoni customers.”

Neilson is one of several operators Kuoni has signed recent commercial deals with. Ski Independence trips are now on sale while Kuoni’s Stay and Cruise brand has seen it work with a number of cruise lines including Celebrity, Cunard and Azamara.