Both the Thomson and First Choice brands will be retained but will be targeted at different markets, TUI has confirmed.
The group said First Choice will be focussed on the “younger, more family oriented” market, while Thomson’s product will be more geared towards adults.
TUI said although Thomson is also strong in the family market, it has a further strength with the “time rich, wealthy, older empty nester customers”.
Tim Wiliamson commented: “The new focus for these brands does not mean that First Choice won’t sell adult-only holidays and Thomson won’t sell to families.
“We see the changes taking place as a gradual shift over the next
few years.
“We have placed a strong emphasis on innovation and service delivery and both of these will prove crucial in developing the products and brands further.”
Long-haul holidays will continue to be a focus for both brands.
TUI said Thomson and First Choice currently fly more than 600,000 passengers long-haul a year – more than Kuoni and Virgin combined – but claimed there is still room for growth in this market.
With plans to start flying Boeing’s 787 Dreamliner from winter 2009, TUI is considering further long-haul destination, including Malaysia, Thailand, Vietnam, Bali, South Africa, Argentina, Hawaii and skiing in the Rockies.
A spokeswoman said a further review of the other brands in the mainstream sector is on-going.
By Bev Fearis
