Thomas Cook’s relaunch of its iconic Airtours brand has been described by the trade as a “huge uphill challenge” but “a risk worth taking”.
The mixed reaction came as Cook claimed the move to turn Airtours into its new dynamic packaging brand would make booking these packages easier for the trade.
All Airtours’ dynamic packages and Cook’s package holidays will be available to third-party agents through one booking system later this summer, and to consumers through airtours.co.uk.
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The change came into effect last week for Cook agents. Phil Gardner, sales, e-commerce and marketing director, said: “This development makes it easier for agents as they will be able to access all of our product through one booking platform, either OneWeb Retail for Thomas Cook agents or Thomas Cook Trade for our independent partners.”
He added: “Airtours is a recognised brand we wanted to retain.” Cook’s internal Flexible Trips brand will go at the end of the summer.
Airtours, which became synonymous with package holidays in its 90s heyday, will sell more short and medium-haul holidays from a range of 18,000 three to four-star hotels from bed bank partners. Previously it sold 584 hotels.
Cook’s own-brand and partner hotels, previously sold in Airtours charter packages, will move to Cook’s charter programme from this winter. All Airtours brochures will be scrapped.
This is interesting news. Can you relaunch a brand (that was allowed to wither on the vine) as something completely new? Will it confuse the consumer? @TUIUK repositioned @FirstChoiceUK as all inclusive. Be interesting to see how this turns out @travelweeklyhttps://t.co/61VxHVdhX8
— Steve Dunne (@SteveDunne) June 26, 2019
Steve Dunne, chief executive of PR and marketing agency Digital Drums, warned the relaunch would require “a lot of marketing muscle and time”. He said: “It is repositioning the brand into an area it is not famous for. It could be a huge uphill challenge in terms of marketing and communications.”
Others backed Cook’s move but stressed the challenge would be pricing. Miles Morgan Travel managing director Miles Morgan said: “It’s a risk worth taking. It’s a brand that resonates with some of your audience. But they will be up against brands such as On the Beach. How can it be price-aggressive and pay agents commission?“
Andrew Crowe, Airtours sales director from 1988 to 2000 and now consultant for Babble.co.uk, said: “I can only see this move as a positive and it fits with the old Airtours strapline ‘The Holiday Makers’.”
Ex-Airtours chief executive Richard Carrick added: “I suspect this positioning will resonate better with agents than consumers, unless they intend spending heavily on trying to get that message across.”
Cook said it aimed to simplify its brands. Will Waggott, chief of tour operating, said: “Airtours holidays will complement our charter holidays and allow agents greater flexibility to build customised packages for customers.”
More: Thomas Cook relaunches Airtours brand to focus on dynamic packages
