Thomas Cook is to introduce single pricing for its own-branded package holidays across its retail channels.
But there could still be variations in pricing across channels for individual components such as flight-only or room-only, a spokesman confirmed.
The UK’s largest travel retailer will offer the same price for package holidays booked online on thomascook.com, in-store or via its call centres. This will apply to its charter brands such as Thomas Cook, Airtours and Manos.
Cook said the single pricing will be introduced “from now on” following a trial in-store and online, and said it would “redefine what consumers can expect from the UK’s largest high street travel retailer”.
Mike Hoban, marketing, sales and e-commerce director at Thomas Cook, said, “The travel industry is crying out for true multi-channel retailing, with more products, more channels and more markets than many other sectors. Clearly, a significant part of this multi-channel journey is consistent pricing across all channels.”
He added: “Following extensive trials in our stores and online, we’re revolutionising travel retail by bringing clear pricing to customers so they get the best price available at the time of booking, whether they do this online, in-store or on the phone.”
Cook’s main rival Tui Travel has previously indicated it would move to single pricing in the future and is also considering charging service fees.
This is expected to have a knock-on effect for independent agents’ commission levels, but a Cook spokesman declined to comment on whether any changes to its own third-party distribution deals were being considered.