TUI Travel is enabling customers to put together their dream holiday using an interactive video.
The Holiday Open Day online initiative allows travellers to make decisions about the type of holiday they want - couple or family, pool or activity etc. It then offers up related content and makes recommendations at the end of the video.
The service is available to customers in the UK and is aimed at those who know they want a First Choice or Thomson holiday but are not sure which brand to select. A version for its German customers for the main TUI brand is also available.
TUI says it is allowing them to virtually try a holiday before making a purchase and the video has been optimised across all devices.
The Holiday Open Day initiative is part of TUI's ongoing strategy to transform itself into a digital business.
Back in December when the company announced its full-year results, chief executive Peter Long unveiled some of the other digital elements TUI has been developing.
Online sales for the year increased 13.5% to £4 billion.
In a statement on this latest initiative, marketing and digital director Jeremy Ellis says it is part of a 'TUInnovate programme with other developments including the relaunch of websites and free wifi across some of its hotel concepts.
Both TUI Travel and rival Thomas Cook have been developing services to improve the customer experience and instil trust in online booking. Thomas Cook unveiled an automated Twitter service for deals last week.
Customers can also watch the Holiday Open Day video again with their choices built in and share it with friends and family via social media.