A total of 20 new area manager roles are also being created “to drive improved customer service”.

The two new “v-rooms” will open at Chapel Shopping Centre in Norwich and St David’s Shopping Centre in Cardiff, employing around 12 staff between them.

Elsewhere, the “experiential’” design of the v-room stores will now be applied to the Virgin Holidays concession stores in Debenhams and House of Fraser.

The multi-million pound refurbishment will take place between July and December this year, representing a shift away from traditional sales desks and till points.

The design will include red acrylic screens, banquette seating, feature lighting and oak cladding.

Meanwhile, a restructure of Virgin Holidays’ retail teams will see the creation of 20 area managers, sitting alongside the 12 v-room concept store managers.  

The new management pool of 32 retail managers has been implemented for two key reasons, Virgin Holidays said.   

Firstly, to move more of the existing staff to front-line sales roles “for improved customer service”, and secondly to “empower the retail managers encouraging them to take on a greater managerial role and focus more on up-skilling junior team members”.

Lee Haslett, sales director at Virgin Holidays said: “Retail is our single biggest sales channel and is continuing to exceed targets despite volatile market conditions.  

“By creating new area manager roles, and re-investing in our existing retail estate, we’re confident the retail division will continue to break new records for us.”