Tui UK & Ireland managing director Nick Longman said the two brands instead hoped “to provide a digital experience at every customer touch point and will be investing in more personalised content for customers.”

He added the operator’s stores are set to become technology hot spots with the ability to recognize a customer as they enter a store while digital screens and mobile tech will help customers find their own trips.

Both brands are also investigating virtual and augmented reality as well as lifestyle-led content to further target customers with trips.

Aside from the stores, Longman said customers will also receive personalised content online with an increased use on technology and video content.

He added: “We have seen a shift in the way customers research and book their holidays. As a leading travel company it’s essential we adapt to these changes to make sure our website and retail shops stay relevant to holidaymakers.  

“We believe there will always be customers who want the expertise, knowledge, assurance and the personal experience received in retail shops from our people.

“We need to give our retail advisors the tools that customers are demanding to help them continue providing excellent service and content.

“As Thomson looks to become TUI at the latter end of 2017, it’s our ambition to deliver a simpler and more personalised booking journey, so every customer can have an effortless experience finding the perfect holiday.”