Thomas Cook has launched its first adults-only brochure in a bid to meet the needs of an increasingly segmented market.
Head of product development Zoe Towers said the Adult Escapes 2009 programme features a range of properties already featured in other Thomas Cook brochures which have now been brought together into one programme.
The new programme then focuses on the different types of holiday available to adults with various categories including Lazy Days, Indulgence and Freedom/Adventure.
Towers said: “It is about being more targeted as the market segments, you can’t use a one-size-fits-all approach on today’s customers because they’re so much more savvy.
“We’ve got a great range of more adult focused holidays but they are very much split between different brochure titles, there wasn’t a one-stop brochure like there is for families and we wanted to put one together.”
She added the operator is also launching a programme dedicated to all-inclusive properties for next summer. As many as 60 of the operator’s top-customer-rated all-inclusive properties are included in the new brochure.
Towers said: “In a period of rapid growth in sales for the all-inclusives it is the right time to bring the programme back.”