Tui has reversed a radical decision to scrap all brochures by 2020 following customer research.
The UK’s biggest travel firm announced in 2016 it would phase out traditional brochures altogether by next year and replace them with technology in store.
At the time, then managing director Nick Longman said the decision was based on the changing way consumers research and book holidays.
However, this week the business confirmed it would not be ditching brochures after all. The U-turn follows customer research last year which found brochures were an “important part of the customer journey”.
In 2016, Tui printed 4.7 million brochures a year, with 56 different titles, at a cost of millions of pounds.
That number has been reduced to 39 this year and all brochure titles are available in digital format.
Third-party agents will continue to receive brochures and Tui said there were “no immediate plans to change this”.
A spokeswoman said: “We are still committed to reducing our brochure line‑up and will continue to provide lifestyle-led content to inspire customers and assist in the holiday selection and booking process. This includes some printed materials in-store.
“We are more focused than ever on the customer and their journey. With this in mind, we undertook customer research last year which identified brochures are still an important part of the customer journey for some of our customers.”
Longman stood down as managing director in February 2018 and was succeeded by Andrew Flintham.
In 2016, Tui said brochures would be replaced by digital screens, while free Wi-Fi and virtual reality (VR) headsets could also be introduced in-store. A number of digital screens have been installed across its retail network but Tui said it did not widely offer VR, as it “didn’t improve the customer experience”.
New stores feature booths with TVs that display brochure content.
Tui’s Holiday Design Stores and all new shops do not rack brochures.
Tui has printed brochures for more than 60 years. It published its first brochure in 1953 under the Skytours brand.
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