Store chain Hema has signed an agreement with online travel agency TravelBird to sell trips in several hundred Dutch and Belgian Hema stores, at low prices.
Trips will be offered for a price as low as 19 euro. The first pilot period will focus on Christmas markets and TravelBird's CEO, Dennis Klompalberts, believes 10,000 orders are definitely possible.
Nevertheless, the move has also drawn criticism, because TravelBird still has not joined a Guarantee fund, which promises to pay back customers if a company goes bankrupt. Tour operators fear the impact of a discounter from outside the travel sector.