The AA, the British Automobile Association, a division of Centrica, has entered into a strategic alliance the U.K. online travel agent, The First Resort.
£4 million ($5.68 million) will be paid by the AA for an equity interest, consolidating the relationship started last year when The First Resort site went online.
The site carries AA Travel Guides and will offer additional branded content such as the AA Magazine.
The First Resort is appointed the exclusive supplier of air-inclusive overseas package holidays to the AA`s new website, theAA.com. Launched in April 2000, The First Resort offers a choice of over 13 million holidays from the major tour operators as well as flights, insurance and car hire. Customers can choose via the website, or by calling the 100 strong team of travel agents directly.
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