GBTIX will aim to emulate the success of its US direct-to-consumer brand FloridaTix. "We are using our expertise to replicate this within the UK space," said AWG.
A beta version of the new UK-focused consumer site will launch in time for Black Friday, selling tickets for British theme parks, attractions, activities and landmarks.
However, AWG chief executive Olly Nichaols revealed the group would look to add cinema ticketing, dining, experience days, petting zoos and local activities "over the next few months".
In addition, Nicholls said AWG would seek to scale the brand "aggressively" in time for next year’s Easter holidays through acquisitions "across the UK ticketing market". "We are very excited to be launching a dedicated UK site," said Nicholls. "This is another example of how strong our brand has become.
"We have a ready-made database of clients who are brand loyal with an appetite to explore Great Britain. Along with a dedicated UK contracting team, the UK is set to become our most successful destination outside of Florida."
Isabel Beckermann, AWG commercial director, added: With us having a dedicated supply team in the UK and many distribution partners already booking our product range, it made sense for us to make the decision to prioritise this further and launch this new niche OTA.
"Our depth and breadth of the product will be highly competitive, and we are extremely excited to launch into this new chapter.
AWG said a recent tech upgrade would offer supply partners a wide range of connections to UK market reservations systems through its tie-in with Prio Ticket. "This will help us continue to grow and strengthen relationships with suppliers across the country," AWG added.
