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'We're on the cusp of a second dynamic packaging boom – and agents should sit up and take note'

Opinion
Steve Endacott
15 December 2025

Covid sped up the end of the first era of dynamic packaging, but a second wave is just around the corner – and could be a huge opportunity for agents, argues Steve Endacott.

Person using a phone sitting at a laptop
(Credit: iStock / Nanci Santos)

Is there a second wave of dynamic packaging on the way? (Credit: iStock / Nanci Santos)

Dnata's decision to shutter its UK online travel agency (OTA) Travel Republic came hot on the heels of On the Beach's closure of its dynamically packaged (DP) trade arm Classic Collection.

When I wrote a blog about it all, saying it felt like the end of an era for independent DP in the UK, people misinterpreted it as an indication I thought DP was history. Nothing could be further from the truth.

I've been deeply involved in the DP sector since its inception. I was a founder of the On Holiday Group alongside partners Bill Allen (On the Beach) and Brian Young (G Adventures).