First Choice name makes a comeback

By Lisa James
Home » First Choice name makes a comeback

The First Choice name has been resurrected, as a holiday and experience booking platform for younger travellers.

First Choice launched in the mid-1990s and became one of the ‘big four’ travel companies, before it was bought by rival TUI in 2007 and became an all-inclusive brand.

It’s now been relaunched by owner TUI as a holiday booking platform,, aimed at younger people who put trips together independently.

Among holiday options available are backpacking experiences, no-fly holidays – in partnership with flight-free holiday supplier Byway – and overseas activities.

The First Choice product range covers 200 destinations in over 60 countries across Europe, the Middle East, Africa, South-East Asia and Central America, with a range of accommodation types and price points from guesthouses, apartments and hostels through to five-star luxury hotels and resorts.

New destinations and hotels will be picked based on what’s trending, the latest industry insider knowledge, and where budgets stretch furthest, the company said.

TUI UK & Ireland Managing Director Andrew Flintham said: “First Choice has been helping holidaymakers choose their perfect trips for nearly 30 years, first on the high street and later as part of the TUI Group.

“But in 2023, travellers’ needs are changing, and so is First Choice.

“We’re putting personal choice, value and flexibility at the heart of it, and helping travel lovers pick the trips they really want, so they can make the most of the time before they go, and every second when they’re there.”

First Choice is being led by MD Bart Quinton Smith, who said: “We’re bringing together all the elements travel lovers could want from a holiday, in one place.

“It’s not about offering endless options; it’s about helping people pick the things they – and everyone they’re travelling with – will love most on holiday.

“Our research tells us that two in five (40%) holidaymakers feel overwhelmed by travel choice anxiety when booking a trip and the average person invests 53 hours into holiday planning every year.

“We understand that with access to a growing amount of social media inspiration, travel reviews and advice, many people can feel overwhelmed. In a world of endless choices, we believe that people should have a right to be picky when it comes to their holidays, and our job is to help them pick the trip they really want.”

He added: “People will be able to plan their holidays around their interests or our destinations. Go via plane, or thanks to our partnership with Byway, by train. Dine in or dine out. Add an experience, upgrade, or save some cash. It’s up to our travellers to decide what makes a choice perfect.”

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