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hybris, the top-rated provider of omni-channel commerce software, has today announced that the first stage of an extensive e-commerce roll-out for TUI UK & Ireland, part of TUI Travel PLC, has been completed with the launch of the new First Choice website based on the hybris Multi-channel Commerce Suite.
The implementation of the website www.firstchoice.co.uk has been managed by hybris partner, Portaltech Reply, part of the Reply Group, which specialises in e-commerce implementation and multi-channel consulting services. Geraint Hayter, IT Director, TUI UK & Ireland, said: “The launch of the First Choice website marks the foundation of a change in our approach. We have invested heavily in new e-commerce 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.”
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. It has also implemented a response programme so that customers can feedback their thoughts.
Amongst the features that the new website offers are enhancements to the geographical content pages, a more intense visual experience with pictures, videos, maps and prices. Different room types can now be seen, and a much broader range of resort activities is displayed. The use of the hybris platform will also give TUI the flexibility to update and personalise the website. “Our aim is to significantly increase our online business and improve online conversion rates,” continued Geraint 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.
Speaking about the completion of the first stage, Ariel Lüdi, CEO at hybris, 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.”

Published on: 2:34PM on 19th December 2012