Thomas Cook has introduced foreign exchange comparison boards in its shop windows to replace old-style currency boards.
The comparison boards show how much $500 costs to buy from Thomas Cook compared with other major retailers, including the Post Office, Marks and Spencer and high-street banks.
The featured currency will continually change to show comparisons for other popular destinations.
Thomas Cook mainstream travel chief executive Pete Constanti said: “For too long currency exchange has been confusing and deciding on the best store to buy from has not been easy.
“We’re changing that so holidaymakers can make the most of their holiday money by showing them the true cost from across the high street in our travel shop windows.”
The information will be updated daily.