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New First Choice website launches on hybris

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A new First Choice website has been launched, promising users the chance to explore holidays in more detail before buying.

Platform provider hybris says it has completed the launch of the new site, built on its multichannel commerce suite, which is the first stage of a wide-ranging ecommerce roll-out for TUI UK & Ireland, part of the TUI Travel group.

New features on the First Choice site include improvements to geographical content pages, such as improved pictures, videos, maps and price display. Customers can browse different types of room, while more resort activities are displayed.

“The launch of the First Choice website marks the foundation of a change in our approach,: said Geraint Hayter, IT director at TUI UK & Ireland. “We have invested heavily in new ecommerce technology, based on the hybris platform, and we are able to provide new content and features which help us to deliver an even more modern experience for our customers.”

The implementation of the website was managed by hybris partner, Portaltech Reply.

Mark Adams, partner at Portaltech Reply, said: “We are often told by our customers that their industry is unique and is different; working with TUI has shown that this really is true of the travel sector. These challenges and complexities were discussed at length and really focused the team to deliver not just a website, but also a travel accelerator and platform which will provide TUI with a scalable and robust solution to serve their customers for many years to come.”

TUI is introducing the First Choice website in stages to ensure that it can respond to customer usage and requirements. Customers can also share their thoughts through a response programme.

“Our aim is to significantly increase our online business and improve online conversion rates,” said Hayter. “However, the most important aspect is providing greater usability to our customers, including more flexible searches that help them to book their perfect holiday. “

Ariel Lüdi, hybris chief executive, said: “We are delighted that the roll-out based on the hybris platform has gone so smoothly, and that we are able to support the on-going e-commerce ambitions of one of the world’s most recognisable and influential travel companies. “

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