First Choice will open its first shop in a branch of Debenhams on Monday as Johan Lundgren, the next UK managing director of parent company Tui Travel, prepares to start in the role.
The outlet in Debenhams in Bournemouth will be the first of six, with First Choice ‘implants’ to open in stores in Carlisle, Derby, Nottingham and Doncaster next month and in Middlesbrough in September.
The move is part of a wider strategy to develop shops around regional airports.
Lundgren, who will take over as UK and Ireland head on October 1, told Travel Weekly exclusively: “We are increasing our presence around regional airports in areas where we have a lower market share than we feel we should.”
First Choice has recently opened outlets in Minworth, outside Birmingham, and Newcastle, and is advertising for staff in Darwen, Clitheroe and Skelmersdale (Lancashire), Kirkby (Merseyside), and Wrexham and Connah’s Quay (north Wales).
Lundgren confirmed plans to open 30 shops this winter, but insisted: “We will always need third-party agents – they are of value to our customers. The biggest growth in Sweden, where online sales are close to 60%, is through third-party agents.”
Lundgren has been overall head of Tui’s Northern Region – the UK and Ireland, Scandinavia and Canada – since late 2007.
He has been visiting shops and offices to meet staff ahead of taking direct control of the UK business. “There is not a new strategy. This has been planned for some time,” he added.
Current boss Dermot Blastland, who led the integration of First Choice and Thomson following their merger in 2007, will step down from the Tui management board but will remain head of group sustainable development.