TUI, the UK’s largest holiday brand, like many retailers have seen the Highstreet significantly decline in recent years. Technological advances putting information at the fingertips of customers mean they have little reason to visit a branch in person. TUI’s strategic intent was to reinvigorate branch visits by upskilling their travel advisors to provide a personalised customer experience that would rival the online experience. The focus was in-depth holiday destination knowledge and knowledge of product add-ons such as insurance and currency, to provide a comprehensive service.