Shearings has divided its 49-strong UK hotel portfolio into two distinct new brands to increase its offering to independent travellers as well as its traditional coach customer.

According to the operator, its ‘Bay’ hotels maintain Shearings’ tried and tested formula for resort holidays, and its ‘Coast & Country’ hotels are each unique in appearance, period and charm, designed to appeal to both package and self drive customers, making it easier for agents to sell.

The new branding forms part of the company’s launch of three new 2010 brochures this week, which include 30 new UK tours, 12 new European itineraries and 34 river cruise holidays across 14 ships.

Caroline Brown, commercial director for Shearings Holidays, says: “We’ve got some great hotels with some of the best views in the UK and have made a significant investment in upgrading much of our estate. By rebranding into two groups, we’ve developed an additional product which allows agents to offer a quality UK hotel break to customers who may not have previously considered a Shearings holiday.

“The 2010 brochures continue this evolution and see us consolidating our position as a leading river cruise operator, introducing nine new cruises. We have also added a new portfolio of regional European short breaks and a range of new destinations in the UK and Europe, available by air, coach and rail.”

“Unlike most operators we have a genuinely year-round offering, allowing agents to top up main holiday bookings with seasonal tours or themed short-breaks. “Many of our agent partners found that in 2009 they were able to tap into our loyal market, that maintained its holiday spending even during the worst of the downturn.”

For more information contact call Sales Support on 01942 823449 or visit

twn Are you sure that you want to switch to desktop version?