Slow travel specialist Byway is heading to the UK high street in a first for flight-free travel, launching across global holiday company TUI’s entire retail estate of 329 stores, from 23 March 2026.
*All details correct at time of publish (24 March 2026)
The long-term partnership marks the first time a dedicated slow travel brand has secured nationwide high street distribution at this scale, bringing overland holidays directly to mainstream travellers through thousands of TUI travel experts.
As slow travel continues to become mainstream, Byway’s partnership with TUI stores marks a shift towards flight-free holidays, sitting alongside traditional packages, helping bring overland travel to everyday customers across the country.
This rollout also reflects growing customer demand for overland travel, with Byway seeing bookings grow 1.8 times year on year, and signals a wider shift within the industry towards lower-carbon holiday options.
Byway’s technology enables agents to build and book complex, hyper-personalised multi-stop overland itineraries with the ease of a standard flight-inclusive holiday.
The rollout is supported by a dedicated training programme for TUI retail agents, clear booking infrastructure and agent incentives, ensuring full integration across the retail network.
The launch gives Byway access to one of the UK’s largest retail travel networks, significantly expanding the reach of flight-free holidays and bringing overland travel to a wider audience of mainstream customers at a key point in the holiday booking calendar.
Paul Conroy, Head of Partnerships at Byway, comments: “At Byway, our goal has always been to make flight-free travel easy and accessible for everyone. Partnering with TUI puts overland holidays further into the mainstream, bringing lower-carbon travel to customers right across the UK.
“We’re also giving TUI agents the tools and confidence to sell authentic European rail journeys, backed by Byway’s specialist expertise and dynamic packaging technology.”
Jill Cunningham, Director of Retail, Omnichannel and Third Party Sales, TUI UK&I, added: “Bringing Byway into our 329 retail stores further broadens the range of holiday options available through TUI and strengthens our commitment to offering customers more choice in how they travel.
We’re proud to be the first high street retailer to make Byway’s flight‑free, overland itineraries accessible at scale, sitting alongside our more traditional package holidays.
This partnership continues to grow from strength to strength, and with Byway’s technology and training support, our retail teams are equipped to help customers discover new ways to explore Europe.”
With rail producing around 14g of CO₂ per passenger mile compared with around 285g for air, the partnership represents a major step forward in making lower-carbon holidays available through the UK’s most established retail travel channels.
For more information, visit www.byway.travel.
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