Directline-Holidays was a trading name of Holidayline (UK) Ltd until the brand and website was sold to Broadway Travel in September 2013.
As an independent and privately owned UK travel agent, it has been an early adopter and advocate of new media.
In 2000 its first website directlineholidays.com was launched, advertising with bid-for-position search engine pioneers espotting (now miva) and goto (now Yahoo!
By 2003 the company changed its website address to directline-holidays.co.uk and was already advertising with every major PPC (pay per click) network including adwords and Overture (now Yahoo!
[citation needed] directline-holidays.co.uk continued its early adoption of new media through 2006, trialing pay-per-call advertising with Google adwords and beta testing Microsoft adCenter in the UK.