On the Beach has become the UK’s first online travel agent to launch a direct integration with Emirates.
The integration will see On the Beach offer direct flights to Dubai from eight UK airports.
Having fine-tuned its core business, which has historically focused on short-haul holidays, the online travel agent will introduce medium to long-haul holidays, which will focus on Dubai and popular Arabian Gulf beach resorts such as Ras Al Khaimah.
On the Beach has optimised its product in these destinations and is now directly contracting its hotels in the region, focusing on four- and five-star properties in Dubai with a mix of board basis options, and all-inclusive properties in Ras Al Khaimah.
The holiday specialist has also optimised its online platform to handle scheduled flights, along with its current offering of low cost and charter flights.
Bill Cavendish, Emirates vice president distribution strategy, said: “Emirates has launched Online B2B - its IATA NDC Level 2-certified API - to extend its online brand into travel retailers and ease integration into their own trading platforms, thereby enhancing our mobile and B2C strategy, and allowing us to collaborate more effectively with the travel industry.
“We are delighted to have partnered with On the Beach on this integration.”
The launch of the Emirates integration will be supported by significant marketing investment by On the Beach, with contracting staff also joining the business to focus on the new product.
The new flights will give customers the opportunity to fly direct to Dubai from eight airports across the UK.
Daily services are available from Newcastle, Stansted and Edinburgh with a number of services each day from Glasgow, Birmingham, Manchester, London Gatwick and London Heathrow.
Bill Allen, chief supply officer at On the Beach, added: “We are absolutely delighted to be the first OTA in the UK to launch a direct integration with Emirates and we are sure this new product will prove popular with our customers.
“Emirates offers a fantastic passenger experience and the UAE, in particular Dubai and increasingly Ras Al Khaimah, are incredibly popular year-round destinations amongst British holidaymakers.
“Dubai has an exceptional range of hotel product and we are looking forward to becoming a major partner for the destination.”