Holiday Extras, Europe’s leading provider of holiday extras, has announced a series of major milestones underpinning its ambitious growth strategy. The company has extended its financing arrangement with NatWest, invested extensively in its parking brand and facilities throughout the UK and Europe, expanded its European partnerships, added a senior AI appointment to its leadership team, and recorded its best-ever September.
Five-year refinancing supports ambitious growth plan
Holiday Extras has refinanced its existing borrowing facility with NatWest for another five years, extending the company’s access to £30 million in funding. The agreement underlines the strength and resilience of the business and provides the financial flexibility to continue investing in technology, innovation, market expansion and acquisitions as the company scales across Europe.
Expansion through property and brand investment
In a further show of confidence in the long-term growth of the holiday extras category, the group is also making a multi-million-pound investment in its Airparks facilities and brand, upgrading and rebranding the sites, people and shuttle buses at Brussels, Amsterdam, Rotterdam, Aberdeen, Birmingham and Luton to enhance the customer experience and support future growth.
New European partnership with Sunweb
Supporting this European expansion, Holiday Extras has launched a new partnership with Sunweb, one of Europe’s leading travel groups. The integration brings Holiday Extras’ trusted airport parking products directly into Sunweb’s booking platform, giving customers in France, Belgium and the Netherlands seamless access to secure, verified parking options. The partnership strengthens Sunweb’s ancillary offering while advancing Holiday Extras’ strategy to “Paint Europe Purple” through smart technology and partnership-led growth.
AI leadership marks next phase of digital transformation
To accelerate its digital transformation, Holiday Extras has appointed Jason Jack as Director of AI Engineering. Jason will lead the company’s AI engineering efforts, with a focus on harnessing generative and predictive technologies to improve the customer journey, streamline operations and support the company’s long-term growth plans.
“I’m thrilled to be joining Holiday Extras at such an exciting time. My focus is on helping the team harness AI to do what we already do brilliantly — but faster, smarter, and with even more imagination.
And yes, I am actually real. Probably.”
Record-breaking September performance and strategic focus
Capping off a strong summer season, Holiday Extras recorded its best September in the company’s history, driven by continued demand for airport parking, hotels and lounges. The record month reflects the strength of the UK travel market and the company’s success in making trips easier and more rewarding for customers.
As part of a sharper strategic focus, the group is winding down its Theatre Breaks project to concentrate on growth opportunities across its core products, European expansion and technology innovation.
Matthew Pack, CEO of Holiday Extras, said:
“This is an incredibly exciting time for Holiday Extras. Our record-breaking September shows the strength of demand for our products, and the renewed support from NatWest gives us the financial firepower to keep investing in our technology, our people and our customer experience.
Expanding our European partnerships with Sunweb, upgrading our Airparks proposition and welcoming Jason to lead our AI engineering programme are all key parts of our plan to make every trip better for our customers.”
Phil Brown, Corporate Director for Travel & Leisure at NatWest said:
“We’re delighted to continue our partnership with Holiday Extras and support their ambitious growth plans through this extended facility.”
