Which travel company launched the world's first virtual reality travel agency store where customers could 'visit' destinations before booking?

The travel industry has been transformed by technology, allowing customers to 'try before they buy' in unprecedented ways. Virtual reality has changed how people explore destinations before booking trips. This poll tests your knowledge about a pioneering geographic retail innovation that changed how consumers experience travel planning. Do you know which company first revolutionized the travel agency model with immersive virtual reality experiences?

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Thomas Cook with its 'Try Before You Fly' VR experience zones (2014)
Expedia's 'Destination Discovery' VR centers (2016)
TUI's 'Digital Discovery' flagship stores (2015)
Flight Centre's 'Virtual Voyager' experience hubs (2017)