Cook determined not to beaten on price

Thomas Cook is aiming to have checked millions of holidays at over 2,000 travel agencies by the end of the month to ensure it is not being undercut by any of its rivals. The retailer, which has a reputation among the public of offering a high quality service, is repositioning itself as a company which offers low price holidays. The ‘Price Watch’ campaign promises to monitor high street prices for customers to make sure they are getting the best deal. A spokesman for the company said it was a more comprehensive offering than just matching a lower price found by clients, because that puts the onus on the holidaymaker to do the research. Cook’s claim will be backed up by a guarantee that customers who find the same holiday cheaper within 48 hours can claim a refund. “We’re building a brand,” said the Thomas Cook spokesman. “We’re not taking anybody on, but offering low prices.” Rivals such as TUI and First Choice said they were satisfied with their pricing and unconcerned about the Thomas Cook campaign. Summer holidays with the major operators lead in at £99 at various destinations in the Mediterranean.