The OTA said the multi-media campaign would be its “biggest to date”, and focus on the “ease and simplicity” of booking through its website.

As part of the campaign, On the Beach will air a new TV advert, encouraging customers to ‘lounge on’ by pick and mixing their favourite beach holiday elements, in a process it said would make booking a trip “as relaxing as beach life itself”.

The promotional period will also highlight the OTA’s “flexible payment options”, which gives the opportunity to book by deposit only, with the remaining balance due a fortnight before departure.

The campaign is scheduled to run across all major marketing channels including TV, radio, outdoor, online and PR.

The 30-second ad will make its bow on terrestrial television at 6.45pm on Channel 4 on Christmas Day – during an advert break for the Christmas movie classic, Home Alone.

Alistair Daly, chief marketing officer said: “This is our biggest multi-media campaign to date and we are sure it will prove a huge success. The ‘lounge on’ concept perfectly communicates the type of holiday we offer and the feeling of relaxation our customers get when booking with us.

"We want to continue to shake-up the holiday market, so the millions of people planning to buy an ill-fitting off-the-shelf package holiday or book their own using a general OTA, instead choose On the Beach to get the perfect beach holiday they deserve.

“Our marketing team along with our new creative and media agencies have created a fantastic campaign and we are all looking forward to the new year, which we are confident will be another hugely success year for our business.”