Established in 2005, Travel Day traded as Simply Global Travel, Holiday USA, Caribbean Classics and The Vegas Wedding Company.

By 2019, it was selling around 2,700 bookings a year, catering for just shy of 6,000 passengers, specialising in trips to the US and Caribbean – including destination weddings.

Business advisory and investment practice, ReSolve, confirmed the sale of Travel Day’s brands and assets on Wednesday (2 June) to Serenity.

Chris Ayling, Serenity managing director, said: "This purchase will enhance our already strong brand portfolio, providing an enhanced product selection to our valued customers, with the high quality service and the excellent customer care they have come to expect."

Mark Supperstone, ReSolve managing partner, added: “The quick turnaround is testament to the company’s strong fundamentals and the continuing resilience of the travel sector despite the devastating effect of Covid-19.”