The package holiday brand will only be available through Midcounties’ 60 branches as well as its homeworkers and consortium members.

The operator will give access to properties in popular holiday destinations, such as the Canary islands, which have been selected from Co-operative Rooms portfolio of 50,000 hotels based on feedback from customers and ratings from review sites such as Trip Advisor.

Group general manager Alistair Rowland said: “The new Co-operative Holidays brand is the first opportunity we’ve had to offer our customers a different type of package holiday.

“Our agents will have complete flexibility to provide customers with the widest range of flights, transfers and property types and duration all delivered as a fully-bonded inclusive package, giving customers the opportunity to create a package holiday that best suits their lifestyle.”

The product range also includes an emphasis on all-inclusive holidays after the group saw a 10% year-on-year rise in sales for these properties.