Thomson and First Choice launch immersive online tool for holidaymakers

TUI UK and Ireland, a UK-based tour operator that owns the Thomson and First Choice brands, has announced the launch of a new interactive and experiential tool to help customers find their perfect holiday.

The new tool – Holiday Open Day – helps customers to choose the brands’ specially designed concepts that would best suit them, helping them enjoy the quality and customer service of a Thomson or First Choice holiday. The tool immerses the user in rich content, virtually creating a day in the life of their perfect holiday.

For the first time, the tool provides UK customers with the opportunity to try a holiday (virtually) – a fully immersive holiday experience – before they actually buy.

Once the users start using the tool and ‘virtually arrive’ at the resort, they are asked to choose from a set of options for entertainment and relaxation. They can then experience how their choice pans out through footage filmed in resort using Go-Pro technology. By analysing the choices, the tool will then suggest the ideal holiday, which can be shared via social channels with family and friends.

Jeremy Ellis, marketing and digital director for Thomson and First Choice, says: ‘New technology plays an increasingly important role in our efforts to bring more innovation to our business and fast, fluid and user led content such as this is a new way for us to really bring to life our range of exclusive holiday concepts and physically show how they are the best holidays available, helping our customers find the perfect break for them.

‘The tool is part of our new ‘TUInnovate’ programme, which demonstrates the commitment to innovation across our business. Other recent developments include the introduction of Wi-Fi free of charge this summer across key hotel concepts and the re-launch of Thomson and First Choice’s websites to enhance customer experience through inspiring content, intuitive search and instant customisation.’

Produced by BMB, TUI’s creative agency, Holiday Open Day is optimised for all devices (desktop, smart-phone and tablet) via a web application and can be found at