Tui has consolidated two agencies in Shrewsbury into a single larger Holiday Design Store.
The new outlet combines two previous stores in the town – Mardol and St Marys – into a central high street location.
The team in the new store is made up of staff from the former branches, bringing more than 70 years of retail experience among them.
Features include personal booths where customers can discuss holiday plans and access reviews and excursions for potential destinations with staff.
Appropriate health and safety measures will be followed in the store, including social distancing rules and desks that will be sanitised between every visit and separated by Perspex screens.
The new Shrewsbury store is open Monday to Saturday from 9am to 5.30pm and Sunday from 10am to 4pm.
Store manager Hannah Jones, previously manager at Shrewsbury Mardol, said: “We’re delighted to open this fantastic new Holiday Design Store and in such a prime location for our customers.
“With our new combined team, we’re proud to be able to offer such a huge wealth of experience and we can’t wait to welcome our customers in-store and help get them away on their well-deserved holidays.”