Virgin Holidays has announced its biggest ever product launch in an aim to overhaul the package holiday and attract new customers.

Virgin Holidays experiences is a huge portfolio of more than 300 new activities that will enrich the package holiday and allow customers to curate bespoke trips and attract more independently minded travellers.

The launch initially focusses on travel to North America, enabling holidaymakers to easily explore the country like never before; be it from the window of a helicopter over the Grand Canyon, on horse-back through Central Park or riding a wave on a surfboard in Hawaii.

The experiences have been selected to suit a huge range of tastes and are available in the 15 top locations at launch across North America including; San Francisco, Los Angeles, New York City, Las Vegas, Seattle, Hawaii and Canada.

With independent travel set to exceed package holiday growth by 2020, Virgin Holidays wants to attract more independent-minded travellers and stay ahead of this evolving consumer demand, setting itself in a unique spot in the holiday marketplace.

To mark the launch, the brand has kicked off a multi-channel marketing campaign. 

Parts of the flagship V-Room stores nationwide have undergone a Virgin HoliDOs brand refresh, to highlight what you can DO on holiday, with signage overhaul and staff training to shift sales mindsets.

This will be supported by a high-octane suite of digital and social content to be released over the coming weeks.

Joe Thompson, managing director of Virgin Holidays, commented: “Holidays are always evolving and so are our customers.

“Holidaymakers now want to curate their own, bespoke itineraries and to do more with their time away – and broadening our portfolio with more than 300 jaw-dropping new experiences is a step change that will enable us to meet this demand.”

Depending upon performance, Virgin Holidays plans to extend the experiences offer to its worldwide portfolio in the near future.