Rebrand for Holiday Hypermarkets

Sunday, 17 Nov, 2009 0

The chain of 40 First Choice Holiday Hypermarkets are being rebranded to become either Thomson or First Choice Holiday Superstores.

The aim is to create “all-encompassing” out of town retail stores for all the leading brands in travel, providing customers with an unrivalled choice of holiday experiences, according to parent company TUI UK.

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

These areas, where customers can view DVDs of cruises, will also play host to a range of dedicated cruise ‘events’.

The Holiday Superstores will provide a ‘walking into a holiday’ experience thanks to dedicated staff trained in specialist areas such as cruise, family holidays and foreign exchange.

The revamp is designed to offer customers specialist service combined with a range of differentiated holiday experiences.

The Superstores’ size will allow for regular events to be hosted.

TUI UK will be trialling the brand concept in its First Choice Holiday Superstore in Coventry which is set to open its doors next month.

The new retail concept will be introduced across Holiday Hypermarkets throughout 2010 following the trial.

Features, include:

· a welcome desk to greet and assist customers on arrival

· huge holiday imagery on backdrops behind sales areas

· dedicated family zones with bench style seating for the whole family

· dedicated cruise zone

TUI UK retail director Kathryn Ward said: “We have a fantastic concept but our aim is to update the Holiday Hypermarkets to ensure that they remain relevant to our target audience.

“This is a great opportunity to refresh them and build an even stronger customer offering than we had before.

“The new Holiday Superstores are a really exciting development for the business and will offer customers a wide choice of products, whilst offering specialist product knowledge and exceptional service throughout the stores.”

First opened in July 1996 before being bought by First Choice in April 2000, Holiday Hypermarkets were re-branded First Choice Holiday Hypermarkets in 2002.

by Phil Davies

Phil Davies

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