Thomas Cook has opened its ninth Discovery store in Peterborough.
The Serpentine Green shop, which opened this month, has created 15 jobs and is the third store in the town that is also home to its recently-refurbished HQ.
Discovery stores offer online appointment-booking systems, video content and virtual reality. Cook plans 25 by 2018.
The company says Discovery stores have been designed to reflect how customers research and book holidays today, bringing to life all aspects of a holiday including the hotels, destinations and the flight experience.
They have a more open design than traditional Cook travel agencies, where customers will be able to research the holidays available to them and be introduced to some of the services and experiences they’ll find when they are at their destination.
Kathryn Darbandi, director of retail and customer experience at Thomas Cook, was at the ribbon cutting on September 1.
She said: “We have been a leading employer in Peterborough for forty three years and are delighted to strengthen this even further with the opening of our brand new store.
“It is designed to meet the changing needs of our customers by combining modern technology with face-to face contact from our knowledgeable travel experts. We hope that it will be inspiring and engaging and look forward to meeting new and existing customers at one of the exciting in-store launch events we have planned.”