Virgin Holidays, the travel arm of the Virgin Group, has opened a flagship travel agency with an in-house spa in the centre:mk in Milton Keynes, Buckinghamshire UK.

The company, which invested half a million pounds in the new store, created the concept to transform the retail experience, as well as offer customers an 'immersive holiday booking experience.'

Designed to resemble a luxurious airport lounge, the store boasts a virtual reality roller coaster, a children's play area, a complimentary bar offering prosecco and a range of Virgin Atlantic upper class and premium economy seats so customers can 'try before they fly', as well as the Clubhouse spa, which will offer a range of personalised treatments including manicures and hand massages.

Lee Haslett, VP of Sales and Products at Virgin Holidays, said: "We've been revolutionising the way our customers book their holidays for several years and our latest v-room in Milton Keynes is the next step on that journey."

"We know that our customers are looking for something extra than just a standard holiday - whether that's the instore bar, children's play area or rollercoaster simulation. I'm excited that we're able to bring our v-room concept to Milton Keynes and I can't wait to see what our customers think of our first ever in-house spa."