Thomas Cook has placed premium package holidays under bespoke brands for the first time.
Thomas Cook Ultimate Style, Thomas Cook Holidays with Style, and Thomas Cook Villas with Style replace Cook’s previous Select, Finesse, Beach and Active Resorts sub-brands and the Style Villas main brand.
The Style Collection is a result of a noticeable increase in customer demand for quality hotels and premium holidays, according to the company.
It claims to have identified the most important holiday elements to four or five star holidaymaker, selecting the best hotels based on consumer feedback.
The hotels feature in three new brochures for Summer 2010 – Thomas Cook Ultimate Style, Thomas Cook Holidays with Style, and Thomas Cook Villas with Style.
Ultimate Style, featuring 100 top five-star hotels, is aimed predominantly at couples and families with grown up children looking for a luxury holiday experience.
Holidays with Style is designed for families and couples looking for a stylish holiday at sensible prices, made up of mostly large, modern hotels in good locations.
Villas with Style is aimed at families or groups of friends looking for affordable, quality villas with the luxury of their own pool.
Tour operations director Richard Calvert said: “With the Style Collection, Thomas Cook is continuing to reinvigorate the package holiday market, offering product differentiation along with the reassurance of booking with the best known name in travel.
“Good quality does not have to mean high prices, and our new Style Collection is about reflecting our customer’s lifestyle and holiday needs rather than a specific price point.”
by Phil Davies
