First Choice turns back the clock to become 100% all inclusive

First Choice is to make all of its holidays all inclusive from next year to try and stand apart in a crowded travel market that “lacks any differentiation”.


The business’s owner TUI- Travel claims the switch will make First Choice the first “mainstream” holiday company to offer all of its hotel and resorts on an all inclusive basis.

The move is contrary to the received wisdom, and some evidence, that packaged holidays are a relic of the 20th century that have been usurped by holiday makers building their own trips. TUI, however, claims that all inclusive is “rapidly becoming the holiday of choice” in the UK. It quotes Mintel data that shows the market grew 32% between 2004 and 2009.

TUI bosses want to distinguish First Choice from sister brand Thomson by creating two distinct propositions. It also wants the brand to stand out from rivals such as Thomas Cook and Co-operative, which offer both all inclusive and self catering.

Head of marketing for TUI UK and Ireland Jeremy Ellis says that the move means that consumers will be able to choose a holiday brand based on more than just price.

He adds: “Holidays are a very emotional purchase, so we see a huge opportunity to put real meaning into both Thomson and First Choice, and drive value through distinct propositions serving different customer segments.”

In-store and email activity will promote the new packages – which will include flights, transfers, hotel, three meals a day and local drinks – from May. A wider campaign is promised at the start of 2012 when consumers traditionally book their holidays.

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