Virgin Holidays will open two new stores in Norwich and Cardiff while all concession stores will undergo a major refurbishment.
A total of 20 area manager roles are also being created as part of a restructure.
The two new v-room lounge-style stores will open in November this year, at Chapel Shopping Centre in Norwich and St David’s Shopping Centre in Cardiff, employing two dozen staff between them.
The new openings will take the retailer’s network to 94, with 82 concessions and 12 v-room shops.
The v-room design will be applied to all Virgin Holidays concession stores in Debenhams and House of Fraser and feature red acrylic screens, banquette seating and oak cladding.
The multi-million pound refurbishment will take place between July and December this year.
V-room concept store managers will now be called personal travel experts and report into area managers. Sales consultants will be renamed personal travel advisors.
Sales Director Lee Haslett said the company hoped to recruit for the new area managers internally.
He said they would work closely with retail teams to train staff with a focus on customer service.
“Retail is our single biggest sales channel and is continuing to exceed targets despite volatile market conditions,” Haslett said.
“By creating new area manager roles, and re-investing in our existing retail estate, we’re confident the retail division will continue to break new records for us.”