Thomas Cook is to launch the Style Collection, a series of brochures dedicated to high-end holidays, to boost its presence in the luxury market.
Thomas Cook Ultimate Style, Thomas Cook Holidays with Style and Thomas Cook Villas with Style replace the operator’s Select, Finesse, Beach and Active Resorts sub brands and the Style Villas main brand.
Thomas Cook tour operations director Richard Calvert said: “Thomas Cook has been under-represented in this area so it is a focus for growth for us.
“These holidays are about getting a balance between luxury and sensible pricing. We have always had a large collection of four- and five-star properties but now they are easier for agents and customers to find.”
Holidays With Style offers Thomas Cook’s best collection of four- and five-star properties, while Ultimate Style features the operator’s top 100 five-star hotels to destinations worldwide.
Replacing the Style Villas range, Villas with Style is a slimmed-down selection of properties in 16 destinations. Sub brands in this portfolio are Distinct Style and Elegant Style.
The three brochures will be available from July 30.