Tui Group is to expand its high tech concept stores to more than 120 travel agency locations across Europe.
Nearly all of the 450 Tui-owned agencies in Germany are also to be converted into concept stores, up from 13 currently in Stuttgart, Düsseldorf, Berlin and Hamburg.
The move is part of Europe’s largest travel group’s strategy to create a unified international branding for Tui.
The Tui Stores focus their distribution on the group’s own hotel and tour operator brands.
Group-owned offerings already account for more than 70% of turnover. This proportion is to be increased to 80% in Germany in the long term.
The Tui Store concept was developed in co-operation with Nest One, a Hamburg-based agency for brand experience architecture. Tui has filed a trademark registration for the concept.
Chief marketing officer, Erik Friemuth, said: “Our Tui Stores are very well received by our customers.
“Internationalising the concept is therefore a consistent move and a further pillar of our strategy of building Tui as a unified, strong brand in Europe – not just online, but also offline in our retail stores.”
The UK features around 20 concept stores, the latest of which was announced for Westfield Stratford City, London, in March.