Formerly | First Choice Holidays plc (1994–2008) |
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Company type | Private Limited Company Subsidiary |
Industry | Travel |
Founded | 1973 2011 (as a brand of TUI Group) | (as a group)
Headquarters | Luton, England |
Area served | United Kingdom |
Key people | Bart Quinton Smith (Managing Director)[1] Retrieved 10 January 2022 |
Products | Charter and scheduled passenger airlines, package holidays, cruise lines, hotels and resorts |
Brands | Holiday Village (Hotel Brand) Splashworld (Hotel Brand) |
Owner | TUI Group |
Parent | TUI UK Limited |
Website | www |
First Choice Holidays Limited[2] (trading as First Choice) is a British online travel agency and tour operator, headquartered in Luton, England. It is a subsidiary of TUI UK, itself a subsidiary of TUI Group, and its holidays are sold solely online. It also operates own brand hotels.
First Choice Holidays previously traded as a subsidiary of First Choice Group plc until its merger with TUI Travel plc in 2007. The company was then revived as a brand in 2011 under the TUI Group brand umbrella.