Rebranding a Legacy Travel Brand for Digital Growth
How First Choice Increased Conversions by 65% with a Gen Z-Focused Digital Rebrand
At a glance
The Challenge
Declining sales and relevance in a fast-moving OTA market; poor Gen Z engagement and outdated digital product experience.
The Solution
Defined product-market fit, built outcome-driven product teams, developed and aligned digital strategy, led full-site rebrand across digital functions, embedded discovery and OKRs.
Outcomes Delivered
👥
📈
5,000+ increase in weekly traffic
🧭
🚀
Facing competitive pressure from OTAs and a shifting audience base, First Choice needed to reinvent itself as a digital-first travel brand. Through discovery, strategy alignment, and organisational transformation, the business rebranded successfully and saw a 65% lift in conversion rates, plus renewed engagement from its target demographic.
65% increase in conversion
Product vision adopted by C-suite
Modern product culture established across teams
First Choice, part of the TUI Group, historically offered package holidays under a traditional travel model. With Gen Z focused growth goals, they pivoted to an OTA style business, selling third party travel products on commission.
The Challenge
The Approach
Traffic, sales, and engagement were in year on year decline. The brand lacked a clear digital proposition, was missing product-market fit for new audiences, and had fragmented delivery practices across teams.
Led product discovery to validate features and strategic propositions
Developed and delivered the digital product strategy and roadmap
Formed and coached product teams with embedded ways of working
Defined OKRs, prioritisation frameworks, and product lifecycle stages
Presented strategy to exec stakeholders for alignment and adoption
Coordinated rebrand across design, content, marketing, commercial, and engineering
True cross-functional delivery
4 cross-functional product teams established
Weekly outcome-based reporting integrated into routines
SEO uplift and CRO experiments increased organic traffic
MVP thinking embedded into all major product initiatives
Competitor and customer insights shaped roadmap direction
The Results
🔺 65% increase in conversion
📈 Reversed decline in traffic (5,000+ net new weekly visits)
💬 Improved customer satisfaction post-launch
🧭 Strategy and roadmap adopted by C-suite
🔁 Product-led ways of working scaled across departments
By combining strategic clarity with hands-on delivery, this rebrand repositioned First Choice to capture a younger audience and compete effectively in a modern OTA landscape.