Most of these operators have solely web-based distribution or at least online booking facilities. Because of the niche and unique nature of their product, they tend to sell directly to
customers instead of using travel agents as intermediaries, fearing that agents may not have
sufficient product knowledge to sell their product. Special interest operators tend to be small companies that started as sole traders and have grown to become a medium-sized enterprise through steady growth or possibly through a merger with another company of a similar profile.
The large, vertically integrated operators have all responded to the growing
popularity of special interest holidays. Thomson purchased a skiing operator
called Crystal while MyTravel (formerly one of the ‘big four’) purchased
Bridge Travel, a city break specialist. Thomas Cook, on the other hand,
developed its Signature brand in order to compete in the niche market