The company will add its portfolio of holidays to the site under the Specialist Holiday category through Greenbee, which also has channels for insurance, home shopping and entertainment.
The inclusion of Cox & Kings to Greenbee comes three months after John Lewis unveiled the project with Expedia on-board to provide search and booking facilities for flights, hotels and package holidays.
Cox & Kings, which claims to the world’s oldest travel company, specialises in tours and tailored trips to Europe, Asia, Middle East, North and South America and Africa.
Greenbee managing director James Furse said: “We wanted to work with a travel specialist with a strong heritage and reputation for offering innovative products which will meet the high standards of the Greenbee customer.
“We know that with the support of Cox & Kings, Greenbee will provide inspiration for everyone whether they are single people looking for adventure, families seeking to give their children unforgettable memories or those simply looking for luxury in their travel plans.”
Getting involved in initiatives such as Greenbee, created by existing retailers, has been considered one of the strategic and relatively easy ways a travel company can grow its business in an increasingly crowded marketplace.
Sidestep recently announced it would be powering travel search facilities for UK mobile phone giant Orange.
Cox & Kings MD Peter Kerkar added: “The market position of the John Lewis Partnership, together with its consistent standards of personal service, high quality products and excellent value for money are all qualities shared by Cox & Kings.
“Greenbee Specialist Travel will offer people the opportunity to discover some of the most exciting parts of the world with the same reassurance offered by Greenbee’s other services.”