About Alfa Holidays
Take the stress out of your holiday travel arrangements and choose a break with Alfa. From the moment you make your first enquiry, to the last day of your holiday, our dedicated team of employee owners will help make it an experience to remember.
We are Employee Owned
Did you know that we’ve been proudly employee owned for over 10 years? Being employee owned means that all of our employees benefit from the success of the business, it also means that our employees have a voice in shaping the future of Alfa. All of our employees are co-owners of the business, from the call centre team who take your bookings, coach drivers, luggage handlers at the interchange and everyone at the hotels and head office. That means that when you book with Alfa, you are supporting hundreds of families across the UK
How we operate
Our coach holdiays operate from a huge number of local, convenient pick up point locations around the UK.
We will pick you up close to home and take you to one of our interchanges, where you will join your tour coach and be whisked away to your holiday destination. As soon as you board your tour coach, your holiday begins! All you have to do then is simply sit back, relax and enjoy the scenery en route to your chosen destination.
We know how much you value travelling on an Alfa Coach and that’s why we are committed to growing our fleet of Mercedes Tourismos, which are designed for quality, comfort and environmental friendliness.
Hotel Refurbishments
We are always looking for ways to make your stay even more enjoyable and that is why every year we spend several million pounds upgrading our Alfa hotels!
Last year welcomed stylish new bars, lounges and dining areas at our Royal Hotel in Weymouth, the Norfolk Royale in Bournemouth and the George IV in Criccieth.
This year will see a multi-million pound investment in our newest hotel in the Lake District, the Derwentwater, along with a brand new entertainment room for the Regina in Torquay and new comfortable, relaxing lounges at the Selborne in Dunoon and the Anchor Head in Weston-Super-Mare.
Travel by Coach
Let Alfa take the hassle out of your holiday with return travel from a local pick-up-point. Breakfast, dinner and exciting excursions included, all you need to do it sit back, relax and enjoy the journey.
We know how much you value travelling on an Alfa Coach and that’s why we are committed to growing our fleet of Mercedes Tourismos, which are designed for quality, comfort and environmental friendliness.
Over the next three years we are investing over £4m in our fleet, taking it to a fleet of 70 coaches, with 6 new vehicles arriving in 2026.
Self Drive Holidays
Our Self Drive Holidays are full of choice, offering a variety of durations and destinations including our brand new Derwentwater Hotel. Our hotels provide a comfortable base from which to explore the UK, from beaches to lakes and mountains, our resorts offer something for everyone. Arrive in your own time and set your own itinerary. You’ll find the same warm welcome at every Alfa Hotel, with breakfast and evening meals included.
Self Drive Holidays with coach excursions
If you love our excursions and still want the coach holiday experience but would prefer to drive to the resort yourself, just join at hotel. Breakfast, dinner and excursions included
Taking steps for a greener future
We are committed to reducing our environmental impact. All of our coaches meet Euro 6 standards, making them some of the most environmentally friendly coaches available.
In our hotels, we are introducing technologies to reduce energy and water use. Solar panels have already been installed at our new Head Office and at the Shanklin, Eliot and Norfolk Royale Hotels. In 2026 we will also be installing solar panels at the Cavendish, Bayshore, and the Royal Norfolk.
When you travel with Alfa you are helping us to protect the environment, reduce our carbon footprint and work toward net zero.