Thomas Cook’s new second-edition brochures focus on value for money savings and a ‘peace of mind’ guarantee following this year’s travel company failures.
The operator has introduced a More 4 You promotion to highlight new savings and the security of booking with a trusted brand, said tour operations managing director Richard Calvert.
“There have been a lot of failures in 2010 and we want to make sure people have peace of mind and get good value with guaranteed savings,” he said.
“We want to give customers confidence and the best deals.”
The programme offers three-for-two on holiday extras such as extra luggage and inflight meals.
The operator is also reintroducing a full programme to Croatia in its Summersun brochure after offering a small programme last year. It offers 19 three and four-star properties in the destination, with flights into Split and Pula.
Agent feedback has also prompted Thomas Cook to issue its first dedicated Lapland brochure, featuring three and four-night breaks.
In total the Thomas Cook group has published 23 brochures this week, including its Airtours and its Style Collection programmes.
Adult Style
Thomas Cook has introduced its first Adult Style brochure for 2011 after the brand exceeded expectations.
The Style Collection, based on charter flights, was launched in 2009 to plug a product gap in the operator’s mainstream four and five-star holidays.
This week it has launched new editions of Holidays with Style, Ultimate Style, Villas with Style, MyStyle and the new Thomas Cook Adult Style brochure.
The Adult style programme features adult-orientated holidays, including 42 adult-only hotels and resorts worldwide.
The new edition of MyStyle, first introduced in April, features two more exclusive properties, the Paloma Pasha resort in Ozdere, Turkey, and the Iberostar Albufera Playa in Majorca.
Escapades
Youth brand Escapades has been revamped to target an older age group and to differentiate it from sister youth brand Club 18-30.
Escapades is now focused on 25 to 30-year-olds rather than the 18 to 24-year-old market and features more upmarket holidays. Club 18-30 continues to target the younger market.
Product is featured in an enlarged second-edition standalone brochure. Prior to the first-edition, Escapades featured in the budget Sunset brochure.
Tour operations managing director Richard Calvert said: “Escapades did lose its way a bit and it was shoe-horned into the Sunset brand.
“We had a very small first-edition programme but this is a totally revamp of the brand in terms of its look and feel.”
Airtours
Airtours is offering up to £200 off every holiday booked by the end of February as it launches its latest Families, Summersun and All-Inclusive brochures.
Its first dedicated family programme, introduced in May, now features 20 Sunsplash resorts, including five new hotels, and seven Sunstar resorts. The brochure features 28 exclusive properties and guarantees free child places at nine hotels.
As well as the Street Skills Soccer School and E3 stage academy, the operator has introduced a Street Beat activity programme for teenagers, including Wii sports nights and T-shirt design sessions.
The Airtours Summersun edition offers 24 new hotels including the Sirca Apartments in Bitez, Turkey, and the Gran Santa Ponsa Apartments in Majorca.