Alfendo Limited, the parent company of JTA Travel Group, has acquired the Malta specialist trade brand.
Bellair Holidays has joined the JTA family, and will be headed up by senior group executive Dave Green, who will take the role of managing director. Dave previously held the role between 2014 and 2017 under the previous ownership.
Dave commented,: "When we heard that Nigel and Steve (Crownshield) had decided to close the business, we were determined that this historic travel brand wouldn’t be allowed to bite the dust. Belleair is a brand that agents have loved for over 40 years as the ‘go to’ operator for the Maltese Islands and beyond, we aim to bring that back, stronger than ever before."
The brand acquisition is now complete, and a user-friendly trade site is expected to be up and running, ready to take bookings, by mid-May.
To complement the brand's Malta offerings, launch destinations will include Croatia, Cyprus, Egypt, Greece, Italy, Morocco, Qatar, Tunisia, and Turkey.
Agents will be offered highly-competitive prices along with a host of incentives through the Belleair/JTA Rewards programme.
JTA Group CEO Wayne Darrock added: "We are delighted to have added such an iconic brand as Belleair to our business. Belleair will operate as a separate entity to our other brands due to its specialist nature, we will still add the JTA dynamic culture to modernise and increase its product offering to all UK trade partners.”
