First Choice

First Choice is a British travel brand associated with package holidays, all-inclusive vacations, and hotel-based leisure travel. The present brand is operated through First Choice Holidays Limited, a subsidiary of TUI UK and, ultimately, TUI Group. Unlike the broader First Choice corporate group that existed before 2007, the current First Choice proposition is primarily an online holiday brand: its holidays are sold through the First Choice website and the business also operates hotels under its own branding. The business originated in 1973 under the name Owners Abroad. It was founded by Neil Scott and Harry Musaphia, who had previously worked as London taxi drivers, ice-cream-truck operators, and movie extras. The company began as a travel agency and subsequently developed into a larger holiday and travel group. In 1982, the company became publicly listed on the London Stock Exchange, with Scott serving as chairman and chief executive. This listing supported the expansion of the business beyond its initial agency roots. During the 1980s and 1990s, the group broadened its activities across travel distribution, airlines, and holiday operations. It launched Air2000 in 1987 and acquired Redwing in 1990. Under the leadership of Howard Klein, who succeeded Scott as chief executive, the business continued to expand. In 1994, Owners Abroad adopted the First Choice name, creating the identity that later became associated with the group’s holiday and travel businesses. First Choice also pursued acquisitions and multiple distribution channels. In July 2005, First Choice Holidays acquired the Europe Express group, including direct-to-consumer package-holiday business go-today.com, travel-agent distribution activities operated through E.E.I. Travel and Brian Moore International Tours, and the contracting business Travel Services Europe. The transaction increased the group’s reach across consumer sales, agency distribution, and European hotel and travel-service contracting. A decisive change came in 2007, when the travel division of TUI AG merged with First Choice Group plc. The European Commission approved the transaction subject to the sale of Budget Travel in Ireland. The combined company began operating as TUI Travel PLC in September 2007. As part of the integration, First Choice Airways and TUI’s Thomsonfly were brought under a common air-operator certificate in 2008, and the airline was subsequently renamed Thomson Airways. The First Choice identity was later revived as a consumer-facing brand under the TUI Group structure. In 2011, TUI announced a programme to reorganise its retail and holiday branding. Stores were to move toward a combined Thomson and First Choice presentation, while the First Choice name was retained for selected all-inclusive package holidays. This repositioning separated the First Choice brand from the former independently listed corporate group and placed it within TUI’s broader portfolio. TUI Travel and TUI AG later agreed a wider corporate merger. Although a possible combination had been discussed and publicly ruled out at an earlier stage, terms were announced in 2014. The merger was completed in December 2014, when TUI Travel was delisted from the London Stock Exchange. The airline integration continued under TUI ownership, with Thomson Airways changing its legal name to TUI Airways in October 2017. Today, First Choice is best understood as a TUI-owned holiday brand rather than a standalone listed travel group. Its positioning centres on straightforward online booking, package holidays, all-inclusive accommodation, and access to TUI’s wider destination, hotel, aviation, and travel infrastructure. The brand’s historical significance lies in its transformation from a small British travel agency into a public company, a diversified holiday group, and finally a focused brand within one of Europe’s largest tourism businesses.

First Choice traces its origins to Owners Abroad, a British travel agency founded in 1973 by Neil Scott and Harry Musaphia. Both founders had worked in a variety of occupations before entering the travel business. The company initially operated as an agency but developed into a broader holiday group as the market for overseas package travel expanded. The company became a public limited company and was listed on the London Stock Exchange in 1982. Neil Scott served as chairman and chief executive during the early public-company period. Expansion continued during the following decade. Air2000 was launched in 1987, giving the group an airline presence, while Redwing was acquired in 1990. Howard Klein succeeded Scott as chief executive around the time of the Redwing acquisition. In 1994, Owners Abroad changed its name to First Choice. The new identity was used across the group’s travel and holiday activities. First Choice later expanded its distribution and contracting capabilities. In 2005, First Choice Holidays acquired the Europe Express group, which included direct-to-consumer holiday sales through go-today.com, travel-agent distribution businesses, and Travel Services Europe, a hotel and travel-services contracting operation. The company’s independent corporate history ended with the 2007 merger between First Choice Group plc and the travel division of TUI AG. The European Commission approved the deal subject to the disposal of Budget Travel in Ireland. The merged company began operations as TUI Travel PLC in September 2007. First Choice’s airline was integrated with TUI’s Thomsonfly, and the combined airline was later known as Thomson Airways. Although the First Choice corporate group was absorbed into TUI Travel, the consumer brand was brought back into use under TUI’s ownership in 2011. The brand became associated particularly with online and all-inclusive holiday sales. TUI’s retail reorganisation used a combined “Thomson featuring First Choice” presentation for stores, while First Choice continued as a name for selected package holidays. This marked the brand’s transition from a diversified public travel group to a more focused holiday proposition within the TUI portfolio. TUI Travel and TUI AG ultimately completed their corporate merger in 2014, with TUI Travel leaving the London Stock Exchange. Further airline consolidation followed when Thomson Airways adopted the legal name TUI Airways in 2017. First Choice remained a TUI UK holiday brand, selling holidays online and operating own-brand hotels. Its current identity is therefore defined by package and all-inclusive tourism rather than by standalone ownership, public listing, or an independent airline network.

• 2017

  Thomson Airways became TUI Airways

  [1]First Choice (UK)en.wikipedia.org

  The integrated airline adopted the TUI Airways legal name.

• 2014

  TUI corporate merger completed

  [1]First Choice (UK)en.wikipedia.org

  TUI Travel and TUI AG completed their merger, and TUI Travel was delisted.

• 2011

  Brand revived under TUI

  [1]First Choice (UK)en.wikipedia.org

  First Choice was reintroduced as a TUI-associated holiday brand, with emphasis on online and all-inclusive packages.

• 2008

  Airline operations integrated

  [1]First Choice (UK)en.wikipedia.org

  First Choice Airways and Thomsonfly were brought together under a common air-operator certificate.

• 2007

  Merger with TUI travel division

  [1]First Choice (UK)en.wikipedia.org

  First Choice Group merged with TUI AG’s travel division, forming the basis of TUI Travel.

• 2005

  Europe Express group acquired

  [1]First Choice (UK)en.wikipedia.org

  First Choice Holidays purchased Europe Express businesses spanning direct sales, travel-agent distribution, and European contracting.

• 1994

  Owners Abroad renamed First Choice

  [1]First Choice (UK)en.wikipedia.org

  The group adopted the First Choice name.

• 1990

  Redwing acquired

  [1]First Choice (UK)en.wikipedia.org

  First Choice acquired Redwing under chief executive Howard Klein.

• 1987

  Air2000 launched

  [1]First Choice (UK)en.wikipedia.org

  The group entered airline operations through the launch of Air2000.

• 1982

  London Stock Exchange listing

  [1]First Choice (UK)en.wikipedia.org

  The company became publicly listed, with Neil Scott serving as chairman and chief executive.

• 1973

  Owners Abroad founded

  [1]First Choice (UK)en.wikipedia.org

  Neil Scott and Harry Musaphia founded the travel agency that later became First Choice.

A value-oriented, digitally distributed British holiday brand focused particularly on package and all-inclusive travel, supported by TUI’s broader tourism infrastructure.

• Travel packages

  Package holidays

  First Choice sells bundled holidays that combine accommodation with transport and related travel arrangements. The package model reflects the brand’s historical roots in British overseas tourism and allows customers to book core holiday components together through the First Choice digital channel.

• Leisure travel

  All-inclusive holidays

  All-inclusive holidays are a central part of the First Choice proposition. These packages are built around resort accommodation and the inclusion of meals, drinks, and selected on-site services according to the terms of each booking. The offer is positioned for customers seeking predictable holiday arrangements.

• Hotels and resorts

  First Choice hotels

  The brand operates own-brand hotels as part of its holiday portfolio. These properties support the package and all-inclusive business by providing branded accommodation within destinations sold through First Choice and the wider TUI system.

• Digital travel distribution

  Online holiday booking

  First Choice holidays are sold solely online in its current form. The digital channel is therefore not simply an additional sales route but a defining feature of the modern brand, allowing customers to search, compare, and book package and all-inclusive holidays through the First Choice website.

• 2014

  Complete the TUI Travel and TUI AG mergerM&A

  Background

  After earlier discussions and a period in which a merger had been ruled out, TUI AG and TUI Travel agreed terms for a corporate combination.

  Action taken

  The merger was completed in December, and TUI Travel was delisted from the London Stock Exchange.

  Aftermath

  First Choice remained within the consolidated TUI Group rather than operating as a separately listed travel company.

  Source

• 2011

  Reposition First Choice as a TUI holiday brandStrategy

  Background

  Following the absorption of the former First Choice Group into TUI Travel, TUI reorganised its retail and customer-facing brand architecture.

  Action taken

  Stores were planned for a combined “Thomson featuring First Choice” presentation, while First Choice was retained for selected all-inclusive package holidays sold through the network.

  Aftermath

  First Choice evolved from an independent corporate group into a focused, predominantly online holiday brand within TUI UK.

  Source

• 2008

  Combine First Choice Airways and ThomsonflyStrategy

  Background

  The TUI Travel merger created overlapping airline operations under the First Choice and Thomson brands.

  Action taken

  The airlines were brought together under Thomsonfly’s air-operator certificate and later rebranded as Thomson Airways.

  Aftermath

  Airline operations became part of the consolidated TUI travel platform; the airline later adopted the TUI Airways name.

  Source

• 2007

  Merge First Choice Group with TUI’s travel divisionM&A

  Background

  First Choice and TUI sought to combine their travel operations into a larger international tourism business.

  Action taken

  The merger was announced in March, received European Commission approval in June subject to the sale of Budget Travel in Ireland, and began operating as TUI Travel in September.

  Aftermath

  First Choice ceased to operate as an independent listed travel group, while its consumer brand was later retained within the TUI structure.

  Source

• 2021.02.24

  Reported2021.02.24

  First Choice partners with Sainsbury’s[3]First Choice 与 Sainsbury’s 建立合作jerseyeveningpost.com

  First Choice, an online grocery operation in Jersey, partnered with Sainsbury’s to offer Sainsbury’s branded products through its service.

Read more

1. 1First Choice (UK)en.wikipedia.org
2. 2First Choice official websitefirstchoice.co.uk
3. 3First Choice 与 Sainsbury’s 建立合作jerseyeveningpost.com