First Choice goes for transparency with rebrand
First Choice is bringing its highstreet stores under the group title, resulting in the disappearance of names like Bakers Dolphin.
First Choice managing director UK distribution, John Wimpleton told TravelMole: “We have researched this to death and what customers want is transparency.”
Asked if he thought customers would miss brands like Bakers Dolphin, Mr Wimpleton said: “Our research shows that customers like the service and the people, you can change anything else but that.”
As part of the rebrand, Holiday Hypermarkets will become First Choice Holiday Hypermarkets, and Travel Choice and Travel Choice Express highstreet stores will become First Choice Travel Shops.
The new signage will start appearing on shops from this week and be completed by Christmas. Mr Wimpleton said the shops would be similar to the 20 new shops opened this year. He said: “We have tried to freshen it up a bit, with big aspirational travel images, brighter stores and what people really wanted was things to keep the kids amused – so the shops will have sweets and a games console.”
In addition, Air 2000 will become First Choice Airways. Changes will be made to the aircraft liveries over the coming months.
Managing director UK and Ireland, Dermot Blastland said: “As the First Choice Group has expanded customers may, in the past, have booked at Travel Choice, flown on Air 2000 and holidayed at a First Choice resort, without realising they all fell under the First Choice banner. By bringing the brands under one name, the whole experience will be First Choice from start to finish and one seamless service.”
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