A new Virgin Holidays travel concept store opens on Thursday.

The branch in Stevenage becomes the company’s fourth outlet in Hertfordshire following others in Hemel Hempstead, Hatfield and Cheshunt.

The store, which will open seven days a week, is located in a new Debenhams on the Roaring Meg Retail & Leisure Park.

Expansion in the county follows increased local consumer demand for long-haul trips with the most popular destinations being Florida, New York, Las Vegas, Barbados and Antigua.

A competition to win £1,000 in vouchers towards a Virgin holiday is among the activities planned for the opening.

To coincide with the launch the company has revealed the holidaying habits of Hertfordshire – with Florida theme parks, and glamorous city breaks topping the list of destinations. Looking forward Virgin Holidays is predicting Dubai will rise up through the ranks as it combines affordable city and sun breaks.

Product and distribution director Lee Haslett said: “We’re really excited to open our first store in Stevenage, and can’t wait to start making people’s dream holidays a reality.

“Whether you’re after a family holiday to Orlando or a honeymoon in the Maldives our highly trained staff can assist with tailoring the perfect getaway – while you relax in store with a glass of bubbles and a holiday brochure.”