The Midlands and the north will benefit most from Tui UK’s plans to open around 30 new shops over the next two years.

High street closures by other retailers and cheaper rents in the recession have prompted expansion of the Thomson and First Choice retail chain.

Distribution director Nick Longman said openings would be nationwide, but with particular emphasis on the Midlands, north and north-east, where Tui was under represented, although some would be in the south and south-east.

“Generally they will be from the middle of the country upwards,” he said.

Longman said the shop openings were proof of agents’ worth despite the power of the internet.

“I have never been a subscriber to the theory that the traditional high street agent is a thing of the past,” he said. “When run in the right way, high street retailers can still do well.”

Some of the new stores will be in partnership with Asda, where First Choice already has 35 implants, but Longman said talks with “a couple” of other major retailers – not supermarkets – were “reasonably well progressed”.

The openings will also include several Holiday Superstores, including one at Birstall Shopping Park near Leeds.

Longman denied there had been rock-bottom deals on leases but added that the recession meant more prime sites were available.

“Good sites still attract reasonable rents, but now there are more vacant units, whereas there were none two or three years ago,” he said.

Longman said 30-35% of Thomson and First Choice sales came through the current retail network. “I honestly think that what has happened over the last couple of years is that travel agents have upped their game,” he said.

“Levels of service have gone up and travel agents have had to adapt. People want the reassurance of talking to an agent and others want someone to do the work for them.”