The technology, named Wizian, offers users via travel agents the option to book all elements of a trip including hotels, excursions, travel and meals in one place while benefiting from deals and discounts.

Wizian will be available from April in tiered-level white-label packages to travel and leisure brands.

The launch was announced last week at The Ivy Spinningfields in Manchester, with representatives from brands such as Manchester United, Icelandair and Blackpool Pleasure Beach and hotel groups and independents in attendance.  

Hugo Kimber, executive chairman of the Malvern Group, said: “Malvern Travel Technology came into being because we saw that the trip planning and booking space was really under-fulfilled in terms of the type of technology consumers were demanding.

“We did a lot of consumer research two years ago to validate what we thought was a good idea and fortunately for us, consumers agreed.

"Our new technology enables consumers to have a much better choice and much better value.

“It was a pleasure to introduce Malvern Travel Technology’s new trip-planning booking platform to so many of the most influential brands. The response has been tremendous.

"Trusted household names have recognised the innovative approach of this white label provision which offers customers even more flexibility, choice and value.”