The travel giant announced in 2016 its vision to phase out traditional brochures by next year in favour of digital alternatives and in-store technology.

Then-UK & Ireland managing director Nick Longman said the company hoped “to provide a digital experience at every customer touch point" and explained how it would be “investing in more personalised content for customers”.

In June 2018, Tui also revealed it had cut brochure production by two-thirds during the previous five years, phasing out brochures and replacing them “with improved digital infrastructure”.

However, a change of heart came this week following customer research carried out last year.

“At Tui we are still committed to reducing our brochure line-up and will continue to provide lifestyle-led content to inspire customers and assist in the holiday selection and booking process, this includes some printed materials in store,” Tui said after announcing its decision.

“We know our customers still want to see inspirational imagery and expert advice so changes have already been implemented to support this.”

As a result of the research’s findings, Tui said it was now describing its previous “brochure reduction strategy” as a “brochure evolution strategy”.

All Tui brochure titles are now available in digital format with the company also reducing the number of titles from 56 in 2016 to 39 in 2019 and carbon-balancing production since 2017.

“We will continue to adapt and work with our customers at the heart of our decisions,” Tui added.