THOMAS Cook Signature is moving further into the luxury
market with new brand Latitude.
Marketing manager Tim Jones said Latitude was predominantly
aimed at the affluent over-35s demographic with 120 five-star
hotels worldwide.
Brochures are going to 1,500 multiples and independents.
However, the new Latitude programme will not focus heavily on its
parent company name – it is only mentioned at the back of the
brochure – because focus group research revealed the Thomas
Cook name added little value in the luxury market.
Latitude concentrates on long-haul beach holidays in
destinations such as the Caribbean and Dubai, but short-haul
European city breaks are also included.
The brand has five dedicated personal travel advisers. Projected
average spend is £4,500 per person per holiday.
Prices lead in at £495 for a three-night room-only stay in the
Barcelona Ritz, including British Airways flights and private
transfers.