Cook simplifies brands with relaunch of Signature range
TTG Staff
Thomas Cook has relaunched its luxury offering as part of a wider realignment of its product portfolio.
The newly renamed Signature from Thomas Cook brand will sit in a mainstream segment alongside the Airtours and Thomas Cook standalone brands.
The change is part of the vertically integrated tour operator’s plan to further simplify what it offers to both consumers and the trade.
“The feedback both internally and externally was about clarity around the proposition,” said UK managing director Salman Syed.
He added: “There is significant opportunity in all three brands and with the Signature brand launch, I think we need to gain share there in that segment.”
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"It’s simplifying it internally and it’s clarifying it externally so we can be more relevant and clearer to the customer"
From today, Cook will adopt a “good”, “better”, “best” strategy for all three lines, with Airtours aimed at budget-conscious travellers and Thomas Cook at the mid-market. Signature will offer the company’s high-end properties and holidays.
“It’s simplifying it internally [and] it’s clarifying it externally so we can be more relevant and clearer to the customer,” Syed said.
As part of the Signature relaunch, Cook will scrap its Style brand.
A spokesperson confirmed that the position of Cook’s other UK brands including Cresta, Club 18-30, Escapades and Direct Holidays would be unaffected.
“The simplification of our principal brands has been made as a direct result of customer feedback, allowing them to more easily identify and choose the holiday that’s right for them from among our comprehensive portfolio,” said Stefanie Berk, product and yield director at Thomas Cook UK.
TTG Staff
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