TUI plans to relaunch the First Choice brand

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Tui will relaunch the First Choice brand in the UK as an online platform. It will offer apps aimed at younger customers who “enjoy the flexibility and convenience of an individual plan.” As a reminder, famous brands like Thomson and First Choice were discontinued in 2015. Peter Long was one of the architects of the 2007 consolidation in the European travel sector, during which First Choice Holidays merged with TUI Tourism.

200 destinations

Deals will be available under Tui Atol to almost 200 destinations in more than 60 countries across Europe, the Middle East, Africa, South East Asia and Central America, with accommodation ranging from five-star hotels to apartments and hostels.

Packages will only be available through First Choice channels, not through Tui shopping centers or third-party agents.

Existing First Choice products, including its all-inclusive resorts, will continue to be available across the Tui portfolio.

More independent customers

The company said the relaunch reflected “a shift in holiday behavior.” This is because there is a population of travelers with an independent mindset and different priorities than typical Tui customers.”

As well as sun and beach holidays, the offering will include less traditional package destinations including Albania and the French Riviera, Tel Aviv, Cape Town and Jordan.

Packages without transport?

Customers will have the opportunity to travel by train, following a partnership with flight-free operator Byway (100% fly free), and will be able to personalize their packages with destination experiences.

Andrew Flintham, Managing Director of Tui UK & Ireland, said:

“First Choice has been helping vacationers choose the perfect trip for nearly 30 years. But in 2023, travelers’ needs are changing, and so is First Choice. We put personal choice, value and flexibility at the heart of what we do and help travel enthusiasts choose the trips they really want, so they can make the most of the time before they leave and every second when ‘they are there.

Future customers spend an average of 53 hours searching for their destination

“We understand that with access to an increasing amount of inspiration, travel reviews and advice on social media, many people can feel overwhelmed. In a world of endless choices, we believe people should have the right to be picky about their vacations, and our job is to help them choose the trip they really want.

The operator will sport new branding but retain its distinctive pink color scheme. Marketing will primarily focus on online and social media, in addition to out-of-home placements.

Catherine Mills Avatar