diff --git a/.travis.yml b/.travis.yml
index 4652f92..de65183 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -24,7 +24,7 @@ script:
 - KUSTOMIZE_PATH=${KUSTOMIZE} TEST_OPERATOR_NAMESPACE=default molecule test -s kind-namespace
 deploy:
 - provider: script
-  script: hack/operate.sh --push-images --bundle --version=develop --verbose --formatter
+  script: hack/operate.sh --push-images --bundle --develop --verbose --formatter
   on:
     branch: develop
 - provider: script
diff --git a/hack/operate.sh b/hack/operate.sh
index 0fede3a..0aed45d 100755
--- a/hack/operate.sh
+++ b/hack/operate.sh
@@ -104,6 +104,7 @@ function print_usage() {
          "[(-V |--version=)SEMVER] " \
          "[(-C |--channels=)CHANNELS] " \
          "[(-t |--extra-tag=)TAG] " \
+         "[--develop] " \
          "[--bundle]"
 }
 
@@ -152,6 +153,9 @@ OPTIONS
     -C |--channels=CHANNELS         Set the channels label for the bundle image.
     -t |--extra-tag=TAG             As well as SEMVER, also publish a version
                                       tagged as TAG.
+    --develop                       Don't push to the SEMVER tag, either from
+                                      operate.conf or the --version option, and
+                                      instead push only to the develop tag
     --bundle                        Build and publish an OLM bundle to the tag
                                       at ${IMG}-bundle:${VERSION}
 
@@ -192,6 +196,7 @@ UNDEPLOY_CR=
 OVERLAY=default
 VERSION=
 CHANNELS=
+DEVLEOP=
 BUNDLE=
 EXTRA_TAGS=()
 
@@ -270,6 +275,9 @@ while [ $# -gt 0 ]; do
         -t|--extra-tag=*)
             EXTRA_TAGS+=($(parse_arg -t "$1" "$2")) || shift
             ;;
+        --develop)
+            DEVELOP=true
+            ;;
         --bundle)
             BUNDLE=true
             ;;
@@ -333,10 +341,16 @@ function quay_login() {
 function push_images() {
     quay_login || return 1
     # Push the images to the logged in repository
-    for tag in $VERSION ${EXTRA_TAGS[@]}; do
-        error_run "Building $IMG:$tag" make docker-build IMG=$IMG:$tag || return 1
-        error_run "Pushing $IMG:$tag" make docker-push IMG=$IMG:$tag || return 1
-    done
+    if [ -z "$DEVELOP" ]; then
+        for tag in $VERSION ${EXTRA_TAGS[@]}; do
+            error_run "Building $IMG:$tag" make docker-build IMG=$IMG:$tag || return 1
+            error_run "Pushing $IMG:$tag" make docker-push IMG=$IMG:$tag || return 1
+            fi
+        done
+    else
+        error_run "Building $IMG:develop" make docker-build IMG=$IMG:develop || return 1
+        error_run "Pushing $IMG:develop" make docker-push IMG=$IMG:develop || return 1
+    fi
 }
 
 function validate_cluster() {
@@ -423,11 +437,16 @@ function publish_bundle() {
     error_run "Building bundle manifests" 'kustomize build --load_restrictor none config/manifests | operator-sdk generate bundle --overwrite --version $VERSION --channels "$CHANNELS"' || return 1
     error_run "Validating bundle" operator-sdk bundle validate ./bundle || return 1
     error_run "Building bundle image" docker build -f bundle.Dockerfile -t "$IMG-bundle:$VERSION" . || return 1
-    error_run "Pushing image $IMG-bundle:$VERSION" docker push "$IMG-bundle:$VERSION" || return 1
-    for tag in ${EXTRA_TAGS[@]}; do
-        error_run "Tagging bundle image with $tag" docker tag "$IMG-bundle:$VERSION" "$IMG-bundle:$tag" || return 1
-        error_run "Pushing image $IMG-bundle:$tag" docker push "$IMG-bundle:$tag" || return 1
-    done
+    if [ -z "$DEVELOP" ]; then
+        error_run "Pushing image $IMG-bundle:$VERSION" docker push "$IMG-bundle:$VERSION" || return 1
+        for tag in ${EXTRA_TAGS[@]}; do
+            error_run "Tagging bundle image with $tag" docker tag "$IMG-bundle:$VERSION" "$IMG-bundle:$tag" || return 1
+            error_run "Pushing image $IMG-bundle:$tag" docker push "$IMG-bundle:$tag" || return 1
+        done
+    else
+        error_run "Tagging bundle image with develop" docker tag "$IMG-bundle:$VERSION" "$IMG-bundle:develop" || return 1
+        error_run "Pushing image $IMG-bundle:develop" docker push "$IMG-bundle:develop" || return 1
+    fi
     pushd config/rbac &>/dev/null
     warn_run "Removing namespaced Role from kustomization" 'kustomize edit remove resource namespaced/role.yaml' ||:
     warn_run "Removing namespaced RoleBinding from kustomization" 'kustomize edit remove resource namespaced/role.yaml' ||: