Thomas Cook has opened its ninth Discovery store, in Peterborough.
The shop, in the Serpentine Green shopping centre, has created 15 jobs and is Cook’s third store in the town, also home to its recently refurbished HQ.
Discovery stores offer online appointment-booking systems, video content and virtual reality.
They have been designed to reflect how customers now research and book holidays, “bringing to life” destinations, hotels and the flight experience. Cook plans to open 25 by 2018.
The stores have a more open design than traditional Cook travel agencies. Customers will be introduced to some of the services and experiences they will find at their destination.
Kathryn Darbandi, director of retail and customer experience at Thomas Cook, said: “We have been a leading employer in Peterborough for 43 years and are delighted to strengthen this further with the opening of our brand new store.”
This week, Thomas Cook also revealed a strategic alliance with global online travel agent Expedia, which will become the preferred provider of Cook’s city and domestic holiday business.