Travel agent to shelve brochures

Glossy brochures are an expensive overhead for travel agents

A travel agent is turning a new page in its history, opening branches which do not stock holiday brochures.

The First Choice outlets will instead feature internet terminals where customers can be guided through their holiday options online.

The scheme is being launched in two supermarkets and is partly to reduce paper wastage.

But customers will be able to have information on destinations printed out for them to take home and mull over.

Security and advice

The mini First Choice stores - being opened in an Asda in Manchester and a Sainsbury's in Liverpool - are about 250 square feet in area, compared with First Choice's average shop size of about 600 square feet.

"It's a very compact area and is unrealistic to have space for a full range of brochures so we are using the internet technology to find information and tailor it to the customer," said spokeswoman Emma Waddell.

How the new stores will look

While the internet is playing a growing part in holiday bookings, Ms Waddell said this did not mean the end of traditional shops. First Choice is set to open 30 new stores by the end of the year.

"Online sales have been growing, but there's still very much a need for High Street travel agents," she said.

"There are large numbers of people who still want the security and advice offered to them by an experienced travel agent."

Inspiration

First Choice managing director Cheryl Powell came up with the concept after seeing a portable nail bar in Telford.

She said: "I stopped and had my nails filed and thought 'This is a great idea, why can't we create something similar to sell travel and foreign exchange?'"

The Association of British Travel Agents (ABTA) estimates that at least 100 million holiday brochures are printed each year - with travel agents selling on average one holiday for every five brochures they produce.

"Profit margins are already very low so anything agents can do to get away from extra costs, such as brochures, is welcomed," said ABTA spokesman Sean Tipton.

"There are only so many you can stock at one time, and they do go out of date quite quickly, which is another reason why this idea is attractive.

"But if you're not online then booking on the internet is no good to you.

"And people enjoy the experience of flicking through a few holiday brochures at the kitchen table, on the bus or in the bath."