Thomson and First Choice Launch Immersive Online Tool

Following the recent launches of the myThomson and myFirstChoice apps, TUI UK & Ireland is continuing to innovate with the introduction of a new interactive and experiential tool to help customers find their perfect holiday. 

Conceived and produced by the agency Beattie McGuinness Bungay, Holiday Open Day is designed for customers who are unsure which one of the brands’ specially designed concepts is right for them. The tool immerses the user in rich content, uniquely filmed from the first person’s viewpoint, creating a virtual day in the life of their perfect holiday; thus helping identify the elements of the different holiday options that are best suited to them. For the first time, it provides UK customers the opportunity to try a holiday (virtually) before they buy.

From the point the user starts engaging with the tool and ‘virtually arrives’ in resort, they are asked to choose between different options, for example taking part in activities or relaxing by the pool through to picking their ideal evening entertainment. They will then experience how their choice pans out through footage filmed in resort using Go-Pro technology. After a number of decisions by the customer, the tool will then match them to a suggested holiday, which can be shared via social channels with family and friends.

Jeremy Ellis, Marketing and Digital Director for Thomson and First Choice, says: “New technology plays an increasingly important role in our efforts to bring more innovation to our business and fast, fluid and user led content such as this is a new way for us to really bring to life our range of exclusive holiday concepts and physically show how they are the best holidays available, helping our customers find the perfect break for them.

“The tool is part of our new ‘TUInnovate’ programme, which demonstrates the commitment to innovation across our business. Other recent developments include the introduction of Wi-Fi free of charge this summer across key hotel concepts and the re-launch of Thomson and First Choice’s websites to enhance customer experience through inspiring content, intuitive search and instant customisation.”

The tool is optimised for all devices (desktop, smartphone and tablet) via a web application and can be found at www.holidayopenday.co.uk​