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Airlines Thompson and First Choice are planning to move away from holiday brochures to focus fully on digital marketing strategies by 2020.

The companies will be introducing a digital booking feature in their retail stores, as well as customer recognition technology to replace the 4.7 million brochures currently circulated.

This will mean when a customer enters their stores, workers will be able to identify them and tailor the customer experience based on their personal data.

iPads are set to be rolled out across retail spaces and airline teams, and interactive features such as maps will be introduced in Holiday Design Stores.

The airlines are also exploring virtual reality in-store in the hope this will inspire customers and boost sales, and investing in technologically-advanced apps that let consumers browse holidays.

This will be accompanied by videos showing different types of holidays to be published on their websites.

Nick Longman, managing director of TUI UK and 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.

“As Thomson looks to become TUI at the latter end of 2017, it’s our ambition to deliver a simpler and more personalised booking journey, so every customer can have an effortless experience finding the perfect holiday.”

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