YORK-based short holiday specialist SuperBreak is on a mission to become the best provider of short break experiences in the UK.

Based in Eboracum Way, SuperBreak has operated out of York since 1990 and now employs a team of 150 people.

The business, which is vying to be crowned Large Business of the Year and Tourism and Hospitality Business of the Year has already achieved award success in 2014.

UK travel agents recently voted the organisation “Best UK Tour Operator 2014”, adding to a collection of industry awards won during the last 20 years.

SuperBreak has a strong heritage of selling weekend and short break holidays in the UK with strong associations to London, particularly theatre breaks.

However, to ensure the company remains competitive in an ever-changing marketplace, the product portfolio has broadened across Europe with great success.

In 2011, Eurostar was launched, followed by flights in 2012, resulting in Europe now accounting for around 25 per cent of business.

Over half of SuperBreak customers are now buying packages versus a simple hotel stay; a figure which is increasing every year.

A spokesperson for SuperBreak said: "The travel industry is a highly competitive market in which to operate with businesses such as Booking.com and Laterooms.com selling large volumes of hotel rooms only.

"The company differentiates itself in the market by focusing its strategy on selling flexible packages based around the concept of a hotel plus transport plus sightseeing and entertainment where the customer is in complete control."

SuperBreak's website attracts more than five million users every year, and the company has seen a five per cent increase in turnover in the last year.

The York-based contact centre is open 364 days a year and handles well in excess of 10,000 calls a week

Working across all major and independent high street travel agents, the business prints and distributes 1.3m brochures to 4,000 travel agents every year.

In 2013, the company took the decision to do a full brand analysis, reviewing perceptions and how SuperBreak can ensure the future success of the company.

As a result, a new brand proposition was launched in March 2014 with a fresh look and feel to the on and offline communications, with Superbreak set to launch its first television campaign later this year.