Thomson and First Choice have unveiled plans to revolutionise the way they inspire customers to book holidays in store and online.

By 2020 the holiday brands will phase out brochures, to provide a digital experience at customer touch points and will be investing in more personalised content for customers.

Initiatives within the retail environment include technology that recognises a customer as they enter a store, digital screens and mobile technology to help customers search for their perfect holiday as well as exploring free Wi-Fi. To further inspire customers and assist them in their booking choice the brands are also looking at virtual and augmented reality, as well as lifestyle led content.

Beyond stores, the holiday company will be investing in video content and technology on its online channels to bring its holidays to life and serve each customer with personalised content, tailored to them.

Nick Longman, managing director of TUI UK & Ireland, said: “We have seen a shift in the way customers research and book their holidays. As a leading travel company it’s essential we adapt to these changes to make sure our website and retail shops stay relevant to holidaymakers. We believe there will always be customers who want the expertise, knowledge, assurance and the personal experience received in retail shops from our people. We need to give our retail advisors the tools that customers are demanding to help them continue providing excellent service and content.”

The company has also announced further additions to its winter 2016 and summer 2017 holiday line-up.

Next summer Thomson and First Choice will grow their long haul holiday offering by almost 20%, to provide more choice and flexibility to customers; a key focus for Thomson as it embarks on rebranding to become TUI in the latter half of 2017.

From next month, New York, Vegas, Miami, Singapore, Hong Kong, Kuala Lumpur, Bangkok, and Cape Town will be available to book for this winter. The holiday brands will also introduce long haul holidays to the Maldives for winter 2016. And then in September, Dubai and Miami will be available to book for summer 2017. In October, customers will be able to book Nice, Murcia, Corsica and Kalamata.

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