TUI cites shifting customer demand for its new positioning.
First Choice will be offering no-fly independent travel options like backpacking, overland trips, camping and hostels stays as well as existing all-inclusive hotel stays.
It will still sell beach holidays, along with lesser known destinations.
It now reflects ‘different tastes, budgets and values,’ TUI says.
It will sell nearly 200 destinations including Albania, Israel and Jordan
Bart Quinton Smith, First Choice MD, said: “First Choice wants to help travellers make better choices by bringing together all the things they could want from a holiday.”
Partnering with flight-free operator Byway, it offers rail travel and a heavy focus on in-destination experiences such as cookery classes in Crete, for example.
The brand conducted a survey, finding two in five people consider trip planning among ‘life’s most stressful decisions.’
“First Choice and Byway are helping you learn to love the journey, as well as the destination.”
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