Thomas Cook launches 'try before you buy' holiday service

Thomas Cook launches 'try before you buy' service

Thomas Cook has launched an instore Virtual Reality concept that will let holidaymakers 'try before you buy'.

You'll be able to put your feet up and jet off for a helicopter ride around Manhattan - without leaving the shop.

Customers can experience a taste for a holiday via head-mounted VR display models in selected retail outlets in the UK, Germany and Belgium.

The move follows a successful initial UK trial at the Bluewater concept store in August 2014.

The content features a variety of destinations offered by Thomas Cook, allowing customers to enjoy a range of 'taster' experiences, like a trip to the pool at a Sentido resort in Rhodes, a visit to the restaurant in a SunConnect resort in Cyprus, and that helicopter tour of Manhattan.

Marco Ryan, Chief Innovation Officer at Thomas Cook, told Aol Travel: "Thomas Cook has a long history of innovation, continually exploring ways to offer unique experiences to the customer.

"Virtual reality technologies are set to play a key role in how companies showcase experience-based products to their customers, and we are proud to be ahead of the curve when it comes to being the digital leaders in travel.

"Our use of VR is set to further enhance the instore shopping experience for Thomas Cook customers, allowing them to make informed decisions regarding their next holiday using innovative technology that effectively lets them try before they buy."