One of the changes being trialled is the removal of traditional last-minute deal posters that have been a fixture in travel agents' windows for decades.
TUI is planning to replace the posters with bigger 'aspirational' images that emphasise the respective brand positioning of Thomson and First Choice. The approach is being tested in stores in Luton, near TUI's UK headquarters. If it is successful, it could be rolled out across the country.
According to TUI's head of marketing, Jeremy Ellis, the company views its store windows as 'valuable marketing space' to carry brand-building messages.
He suggested that retailers in other sectors had increased consumer expectations of the in-store experience, and that the travel industry must respond accordingly.
'It's no good producing great advertising to change people's perceptions if our shop windows look the same as they have done for years,' Ellis added. 'We want our brand experience on the high street to be as good as, if not better than, everyone else's, and nowadays there are some very innovative brands.'
He admitted there is 'nervousness' within the business about losing the 'immediacy' of the last-minute deals as a way to driving people into TUI outlets, but believes such offers are too specific to attract the majority of consumers.
The change in retail design is part of a wider strategy by the tour operator to update its stores, which have retained a similar format for many years. The overall aim is to showcase more effectively the range of products they offer.
TUI claims it still receives more bookings through its shops than online. Ellis said it will continue to focus on the 'expertise' of its staff.
Ellis was promoted to his current role in April, following a restructure. He reports to the company's customer director, Tim Williamson.
Since the merger of TUI AG with First Choice Holidays in 2007, TUI Travel has looked to differentiate the Thomson and First Choice brands.
Thomson is positioned as a tour operator for travellers seeking a hassle-free experience, using the strapline 'Built with you in mind', while First Choice is aimed primarily at families with young children.
TUI TRAVEL Q3 RESULTS (pounds m)
Q3 '10 Q3 '09 % diff-
erence
Revenue 3416 3575 -4
Operating profit 103 102 1
Source: TUI
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