The OTA snapped up the tour operator last week with a view to capturing a share of the offline B2B beach holiday market through an exclusive new trade portal called Classic Online.

While the new platform will offer agents a broader portfolio spanning Classic’s B2B and On the Beach’s B2C product, it remains to be seen whether the trade will support it.

“It [the deal] is definitely eye- catching,” said Martin Alcock, director of the Travel Trade Consultancy.

MORE: What does On The Beach’s Classic deal tell us about the travel M&A climate?

“On the Beach has been behaving more and more like a traditional tour operator. They direct contract hotel product, employ ground-handling teams, run offline advertising – things not usually associated with OTAs.

“Classic Online is another step on that journey. It’s a smart idea, capitalising on challenges posed by increased regulation.

"However, On the Beach has been a major competitor for independent agents over the past decade; they may be reluctant to cosy up with the enemy.”

Mark Farlow, partner at corporate finance analyst Alantra, added he felt On the Beach had “got a good price” but struggled to see – beyond taking what On the Beach has said at “face value” – what it can gain from Classic.