Founded in 1983, Superbreak was a short-break operator selling hotel stays, theatre breaks, rail packages and experience-led getaways across the UK and Europe before the company collapsed in 2019.

Wowcher acquired the Superbreak brand later that year for about £150,000 and has now confirmed plans to relaunch it as a standalone "marketplace for travel" targeting consumers seeking "meaningful added value" alongside competitive pricing.

The revived brand will initially focus on UK breaks, with packages including hotel stays bundled with extras such as breakfast upgrades, theatre tickets, spa access and "curated experiences".

The company said the new proposition would place greater emphasis on inspiration and experience-led travel than Wowcher’s traditional deals business.

George Oborne, CEO of Wowcher Group, said the relaunch was intended to modernise the appeal that made Superbreak a household travel name. 

"This is not just a nostalgia play," he said. "We see a real opportunity to bring the Superbreak spirit back, but in a way that reflects how people travel now. Value is still hugely important, but our insight shows that it is no longer just about the lowest price."

The relaunch comes alongside a renewed push into travel partnerships for Wowcher Group, with the platform expected to work with hotels, attractions, spas, theatres and experience providers to create packaged offers aimed at high-intent leisure customers.

For suppliers, the company said the platform would offer access to Wowcher’s marketing reach and customer base while allowing partners to present more curated, experience-focused products.

"We want to work with hotels, attractions and experience providers to create packages that are commercially strong for them and genuinely appealing for customers," Oborne added.

The consumer rollout will be supported by PR, paid media, social campaigns, affiliate activity and influencer partnerships.