TUI UK is to re-brand its 40 First Choice Holiday Hypermarkets to either Thomson or First Choice Holiday Superstores to create all-encompassing out-of-town retail stores.

The move will see flagship stores benefit from a repositioning initiative that will offer customers specialist service combined with a range of differentiated holiday experiences and reflects an ongoing process by the company to better serve its customers following the merger of the tourism arm of TUI AG and First Choice Holidays PLC in 2007.


The Holiday Superstores will provide customers with a ‘walking into a holiday’ experience, backed up by staff trained in specialist areas such as cruise, family holidays and foreign exchange.

The stores are also set to become ‘Centres of Excellence’ for cruise bookings with the introduction of dedicated cruise booking zones.

These areas, where customers can view DVD’s of cruise holidays to choose the one that’s right for them, will also play host to a range of dedicated cruise events.

The company will be trialing the brand concept in its First Choice Holiday Superstore in Coventry which is set to open this month.

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