The transport provider will bring together a number of existing brands, including Fareham-based Lucketts and Woods Coaches of Leicester, under the single banner of National Express Leisure, with effect from this month.
As part of the plan, new roles are being recruited for in marketing, sales, product development, management and distribution. Investment is also being committed to public-facing marketing and digital capabilities.
John Boughton, commercial director for National Express, said the brand intends to build on its current domestic trade relations, opening up the "same high-quality" products on a national scale.
"We will be bringing more choice – from a credible operator with a strong track record – to the UK leisure and market," he said. "This will give agents a new nationwide offering for their customers so an opportunity to grow their business."
Boughton said the new venture would look to scale what Lucketts and Woods were doing in the local areas with day trips and coach holidays sold through agents.
"National Express Leisure will build on this to offer the same high-quality products on a national scale and we are engaging with current and new partners to do that," Boughton added.
Tom Stables, chief executive of National Express UK and Germany, said there is a "lot more" opportunity to be tapped into in the market.
"We already have significant experience in offering travel in the UK, whether it’s a build your own package with Holidays by National Express, a coach holiday or day trip," he added.
"There is a lot more opportunity in this market which we believe we can best tap into by building on our work with existing partners as one business being managed by a single expert team."
