On the Beach (onthebeach.co.uk) is one of the UK’s largest and most popular online travel agencies, specialising in dynamically packaged beach holidays. The company offers ATOL-protected flight + hotel packages with competitive pricing, low deposits, and flexible payment options.
Founded in 2004 and listed on the London Stock Exchange in 2015 (ticker: OTB), the Manchester-based business has grown into a major digital disruptor in the package holiday market. It combines flights, hotels, and transfers from multiple suppliers to deliver better value and choice than traditional tour operators.
For the financial year ended 30 September 2025 (FY25), On the Beach reported revenue of £121.4 million and delivered a record Total Transaction Value (TTV) of £1.25 billion (up 11% year-on-year). The group continues to focus on its core B2C beach holiday business, with ambitions for significant further growth.
Company History and Founding
On the Beach was founded by entrepreneur Simon Cooper, who launched the business in 2004 from modest beginnings in Macclesfield (with roots tracing back to a company established in 2003). Cooper had previously founded the ski operator On the Piste, which he sold to TUI Group in 2008. He spotted the opportunity created by low-cost airlines and growing online hotel inventory, pioneering an asset-light, digital-first model that dynamically packages flights, hotels, and transfers without the high overheads of traditional brochure-based operators.
The company scaled rapidly as an online-only retailer of short- and medium-haul beach holidays. It listed on the London Stock Exchange in 2015 as On the Beach Group plc, later entering the FTSE 250. Today, it is headquartered at the modern Aeroworks digital hub in central Manchester and employs approximately 507 people (as of FY25), with a flexible, tech-focused workforce.
Key milestones include:
- 2017: Acquisition of Sunshine.co.uk for around £12 million, strengthening its online market position.
- 2018: Purchase of Classic Collection Holidays for around £20 million, adding premium expertise (the B2B operations of which are now being wound down to focus on the higher-growth consumer business).
Business Model and Offerings
On the Beach operates as an online travel agent (OTA) and intermediary. It aggregates deals from airlines, hotels, and transfer providers, allowing customers to build personalised packages quickly and often at better value than fixed tour operator products.
The platform specialises in beach holidays, with a strong emphasis on:
- All-inclusive resorts (meals, drinks, kids’ clubs, pools, and entertainment).
- Family-friendly and couples’ getaways.
- Last-minute and early-booking deals.
- A growing selection of 4- and 5-star properties.
Popular destinations include Spain (Majorca, Costa del Sol), Greece (Crete, Rhodes, Kos), Turkey (Antalya, Bodrum), Cyprus, Portugal, the Canary Islands, and long-haul options such as Mexico’s Riviera Maya. The site now offers expanded city breaks and other experiences, with over 150 cities available.
Key features include user-friendly search tools, a mobile app, live chat support, and seasonal promotions.
Unique Features and Perks
On the Beach stands out through customer-friendly innovations:
- Low deposits: from as little as £19 per person (with occasional promotions).
- Fee-free flexible payments: spread the cost interest-free or via options like Klarna “Pay in 3”.
- Price Drop Protection: automatic refunds if the same holiday becomes cheaper.
- Holiday Perks: exclusive extras such as room upgrades, welcome gifts, or special experiences.
- Secure Trust Account: customer money is protected until travel.
All flight-inclusive packages are ATOL-protected (via On the Beach Travel Ltd, ATOL 11549). The company is also an ABTA member (P8849), providing additional reassurance through the ABTA Code of Conduct.
Performance and Market Position
On the Beach has demonstrated strong recovery and consistent growth post-pandemic. In FY25, it achieved:
- Record TTV of £1.25 billion (+11%).
- Revenue of £121.4 million.
- Improved profitability and operational leverage, with adjusted EBITDA margin rising 150 basis points to 33.2%.
- Strong cash generation, enabling shareholder returns through dividends and share buybacks.
The company sent hundreds of thousands of customers on holiday annually and continues to expand its addressable market through technology upgrades, partnerships (including with Ryanair), and entry into the Republic of Ireland. It positions itself as an agile, independent player that challenges legacy tour operators with greater choice, transparency, and value.
Customer feedback is generally positive, with strong Trustpilot ratings praising ease of booking, competitive prices, and responsive support.
Why Choose On the Beach?
In a crowded travel market, On the Beach makes beach holidays accessible, affordable, and stress-free. Its fun, approachable brand (“Holidays for booking geniuses”) combined with robust financial protection and genuine customer perks appeals to families, couples, and value-conscious travellers.
Whether you’re planning a 2026 all-inclusive family escape, a romantic getaway in Greece, or a last-minute sun break, On the Beach offers a modern, transparent alternative to traditional package holidays, backed by technology, protection, and a commitment to delivering great experiences.
