The biggest Virgin Holidays V Room store in the country has opened at the Trafford Centre in Manchester.
The latest travel concept outlet is being run by 13 staff and follows openings at locations including Bluewater, Lakeside, Bristol, Newcastle and Leeds.
The stores have been instrumental in helping Virgin Holidays grow its retail sales by 16% year-on-year, the company claims.
The Manchester store includes a bar where shoppers are offered complimentary drinks, a dedicated children’s area and a video wall.
The design has been inspired by the likes of airline lounges and hotel receptions, where the sales staff can roam freely about the store.
Virgin Holidays managing director Mark Anderson said: “We’ve done away with the boring sales desks and rigid set-up that you often see on the high street.
“Everything we’ve done is focused around making the environment more enjoyable and immersive for our customers, whilst still bringing that Virgin Holidays magic to the experience.”
Sales director Lee Haslett added: “It was important for customers to feel like the store is a lounge experience, rather than your average retail experience.
“We wanted to give them a taste of the holiday before they even set foot on a plane; with us the experience starts from the moment you begin looking and it should be enjoyable from start to finish.”