Virgin Holidays is to open its iconic v-room lounges as a new retail concept across the high street next year.
The long-haul operator will open eight in key cities across the UK, with the first one likely to be in the north of England in the first quarter of 2015.
They will form part of its retail estate which consists of three concepts – the v-room standalone stores, the concessions within Debenhams and House of Fraser and its ‘Retail Lite’ concept, which are located within Tesco supermarkets.
Virgin Holidays operates 60 Debenhams and House of Fraser concessions, all of which are to be refreshed with a new look and feel and more technology next year.
It is opening another 10 Retail Lite outlets by the end of the year so it will have a total of 20 going into the January peaks.
Managing director Mark Anderson said of the new high street v-rooms: “This is a new standalone lighthouse concept which will be a beacon for our brand on the high street.
“They will be less a shop and more of an experience with more tech, props and amenities. People will be able to buy holidays, but they will be less transactional than our other shops and more a place to relax and a place where customers can immerse themselves in their holiday – an oasis of calm.”
Anderson said elements of Virgin Holidays v-room lounges such as adult relax zones, kids play areas and green screens enabling customers to put themselves in the holiday moment would feature in the new store, plus lots of new technology.
The operator’s concierge service and staff with exceptional knowledge will also be available.
“People can’t just wander in off the street and use all the amenities but, if they come in and book a holiday, or are a customer with an existing booking, this offers them a unique experience and provides us with retail hubs around the UK which can become beacons for our brand.
“The unique thing about selling holidays as opposed to a product like an Apple computer is that they’re intangible, so we, as retailers need to make the experience come alive for our customers; make it more fun and more memorable.
“It’s a way to tease and excite customers about what they are going to be getting when they go away on holiday with us and we’ll use all the v-room features and more to do that,” he added.
Anderson also revealed that Virgin Holidays was looking to open two new actual v-room lounges at London Heathrow Airport for Virgin Holidays and Virgin Atlantic customers, and at Orlando airport next year as part of its strategic investment plans.
He said: “Lounges at both locations are under review. Clearly people like to go to our lounges on their way out to their holiday and they would like to have a v-room to go to on their way back too.”