The Holiday People will use the Atol licence of its parent company, World Adventures Group, which is licensed to carry nearly 1,500 people each year.

Chris Roche, Founder and Chief Executive for The Holiday People, told TTG he plans to grow the Atol licence in the coming months. 

Roche said: “Around 50% of The Adventure People’s business comes from outside the UK. The Holiday People is going to be a lot more UK-centric.”

Reuben Ward has been recruited from Ski World to fill the newly created role of Trade Development Manager.

Roche added he would also look to hire up to two product managers and some tailor-made sales specialists in the coming months.

“One important distinction between The Holiday People and The Adventure People is The Holiday People is a tour operator while The Adventure People is more of an OTA," he continued. 

According to Roche, The Adventure People targets solo travellers, the majority of whom are women under 40, while The Holiday People will be aimed at couples or families who are “a bit older” and looking for “four or five-star” products.

Around 18 months ago, sister brand and small group tours specialist The Adventure People announced it would start selling via agents for the first time after launching its own trips.

The Holiday People offers tailor-made holidays and premium small group tours.  It explained agents can swap hotels “easily”, upgrade or change board basis, add or remove experiences and excursions, and tailor trips around lifestyle, pace and budget.

The Holiday People sells experience-led trips to destinations such as Costa Rica, Peru and Thailand.

Roche said: “We created The Holiday People to reflect how customers actually want to travel today – with flexibility, personalisation and a focus on what really makes them happy.

“At the same time, we’ve built the brand with the travel trade in mind. Agents need products that are easy to sell but still feel bespoke, and that’s exactly what we offer.

“We’re excited to build strong partnerships across the industry and bring something genuinely fresh to the market.”