Stanfords Travel Bookshop is partnering with travel agents and other companies in a bid to become a "one-stop shop" for holidaymakers.
The flagship London store in Covent Garden is playing host to a series of travel companies including Exodus and Journey Latin America, each renting floor space within the shop for a monthly period.
Chief executive Chris Powell said customers currently visit Stanfords towards the end of the holiday-planning process to buy maps or guides before their trip, but the intention is for the bookseller to become the first place customers visit to get ideas, plan their trip, and even book their holiday.
"The future isn't going to be bricks and mortar‚ we are an internet-led business with a bricks-and-mortar emporium," Powell said. "We want to become a 'one-stop-shop' for customers, and I want people to come here and get everything they might need for their journey."
Stanfords, which opened in Covent Garden in 1901, with a sister Bristol shop launched in 1997, will also sell more travel accessories, and move into e-book sales in future months. Further initiatives are expected to include the launch of a loyalty card to capitalise on the 11,000 people who enter the flagship store each week. Powell envisages the store displaying pictures and screens with videos of destinations to inspire customers‚ travel ideas, as well as a "travel club" to offer discounts with a range of partner companies.