Thomas Cook has announced a proposal to end all charter operations in Ireland, close its Dublin office and serve the country via its .ie website only.
A letter addressed to travel partners dated today from John Kinane, managing director of the Irish operation based in Dublin, said the decision was the result of a strategic review.
The 44 staff who work at the Dublin office will start a 30-day consultation from next week, the letter states.
In a press announcement Cook said the move away from charter operations would provide “customers with a range of personalised holiday experiences providing greater flexibility on flight and accommodation options”.
All charter holidays will cease from April 30 after which Irish customers will only be offered the option to purchase dynamically packaged holidays on thomascook.ie.
Reto Wilhelm, managing director of Thomas Cook UK and Ireland, said: “Our proposal to offer greater personalisation and flexibility to our Irish customers through our dedicated website reflects our high tech, high touch business strategy.
“We are committed as always to exceeding customer expectations and want to respond to the changes in the Irish market and be there for our customers 24/7.
“Our thomascook.ie website features a wide range of tailor-made holidays designed to meet the needs a of our customers in Ireland – all of whom will directly benefit from the outstanding quality assurance they have come to expect from a trusted holiday provider, like Thomas Cook.
“This move exclusively online is right for the Thomas Cook Group and our customers in Ireland at this time.
“However, we fully appreciate the impact this decision will have on our Dublin-based employees. We are committed to doing everything that we can to support the team over the coming weeks should our proposal to enter a consultation process go ahead.”
Cook said the decision caters for the growing number of customers in Ireland who book online allowing it to retain a strong presence in the Irish travel market and allow the business to increase the number of direct customers, most of whom currently book through third parties.
The small number of customers who have booked traditional package holidays for this summer will be contacted to be offered an alternative.
As a gesture of goodwill, all charter customers booking an alternative holiday will be offered a 10% discount per person as an added incentive to book with Thomas Cook.
The letter from Kinane said Cook will fulfil all Winter 2013/14 charter bookings to April 30, procees with all confirmed cruise and dynamic packaging bookings but cruise bookings will be suspended during the consultation period.
Dynamic packaging bookings will be available on the trade Flexible Trips website throughout the consultation.