The shop, at INTU Merry Hill, is the first to introduce the headsets, which will allow customers a taste of their travel experience, including a Tui Discovery cruise or a glimpse of premium seats on 787 Dreamliners.

Digital interactive maps are on hand for use by customers at every stage, whereas other shops have had just one at the front of the store. The maps are designed to help customers narrow down their holiday choices, showcasing in-depth information on destinations, with videos of resorts and hotels.

At Merry Hill, customers can also use dedicated self-service computers to print boarding passes, do advanced passenger information and pay any balances.

A brand new appointment reservation system will also make its debut at Merry Hill. After being greeted by an advisor when entering the store, customers can choose an allocated time, head off to continue their shopping and return for their dedicated slot.

A specialist currency ATM stocking euros and dollars alongside sterling will also be installed, as well as a traditional travel money desk.

Helen Caron, Tui UK and Ireland distribution and cruise director said: “We’re delighted to be able to offer a new and improved store to help our agents provide a state-of-the-art booking service to our customers.

“This flagship store launch underlines our commitment to retail and we are really excited to welcome people into the store to come and see what’s new and how our expert advisors can help them find their perfect holiday with the same great service and improved technology.”