First Choice


First Choice

First Choice Holidays are one of the UK’s leading tour operators with thousands of package holidays for sale. Their award-winning website now has holiday booking functionality. In a few simple steps you can book your next holiday completely online saving £40 per couple.

Click here to visit the First Choice web site

The First Choice philosophy has always been to have competitive prices. They are committed to making sure you get the best value possible. Therefore, if within 14 days of booking with First Choice through their website, you find the same holiday available cheaper on another ABTA travel agent website, First Choice will match the price. (Check their web site for full price challenge rules.)

History of First Choice:

First Choice is a leading European leisure travel company comprising mainstream and specialist tour operations, travel retail and aviation businesses. The business was formed in 1973 and for many years traded as Owners Abroad PLC. In 1994 the company was restructured and rebranded as First Choice Holidays PLC.

In 1998, First Choice acquired two key UK tour operators: The Unijet Travel Group and Hayes & Jarvis. In the same year, other acquisitions included Bakers Dolphin and Intatravel to complement the opening of new travel shops under the name of Travel Choice and Travel Choice Direct, and the initial stake in Holiday Hypermarkets, the travel superstores.

Acquisitions in 1999 were of premium niche market operators Meon (Meon Villas and Longshot Golf Holidays), Flexigroup (ski holidays and conferences) and Sunsail (leading yacht charter and watersports club operator), and within retail, Ferrychoice.

In May 2000, First Choice announced the acquisition of the remaining outstanding interest in Holiday Hypermarkets, which now has 36 sites across the UK (as of September 2001).

First Choise announced in 2000 a strategic alliance with Royal Caribbean Cruises Limited, and also, the acquisition of the Ten Tour Group’s European Tour Operating Businesses and Barceló Travel Division. Following recent acquisitions in 2001, First Choise now has a European presence in France, Spain, Portugal, Belgium, Germany, Holland, Austria, Switzerland and Southern Ireland.

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