Sunny Heart Travel has announced plans to open three concession outlets after agreeing a partnership with a high street department store chain.
The online tour operator has signed a deal with Beales Department Stores to open shops in its branches in Peterborough, Poole and Southport.
The first concession is due to open in Peterborough in July, with dates to be announced for the subsequent two branches.
Currently around half of the operator’s sales are for its own packages and the other is product from third party operators such as easyJet holidays and Tui.
Chief executive Steve Bentzen, who has experience in refurbishing stores during his time at Thomas Cook, said the shops would act as another distribution outlet.
He said: “I have always wanted a retail presence. I don’t think we are doing the job justice if we don’t have a physical presence.
“We are really excited about the next phase in our development, our plans were slowed by Covid but we are so happy it’s now becoming a reality.”
Bentzen said offering a face-to-face experience would help the company deliver a high level of customer service, particularly as bookings are taking longer in the current climate.
“We try really hard to give people a really personal service and we want to be known for that good service,” he said. “Even if someone has booked online they can come and see us in store.
“It’s important to meet your clients and provide a friendly face to give them the confidence that they always have someone helpful on hand to deal with any issues. I think now more than ever we are being judged on customer service rather than just price.”
The company is currently on the lookout for retail staff, with the aim of having four employees per branch. The concessions will have a modern look, with seating areas and plasma screens for clients to watch holiday videos while they wait to see a member of staff.
The operator will also have dedicated window space at the stores to promote its holidays.