First Choice (travel firm)

First Choice is a brand name used by TUI Travel PLC to sell package holidays in the United Kingdom. The brand is also the name of a chain of travel agents that are part of the same group.

In October 2011 it was announced that in a two-year rebranding programme, the store estate would be rebranded as "Thomson featuring First Choice" to create a single travel agency brand; the First Choice branding and uniform will be phased out, and the First Choice name will be used for package holidays sold by the combined network.^[1]