The boss of Thomas Cook has admitted there is an imbalance in its distribution mix but denied any plans to close shops.

Managing director Chris Mottershead, who was speaking at the Institute of Travel and Tourism (ITT) conference this morning, said 35-40% of its business comes from online sales.

Asked whether this meant the company was “overweight” on shop distribution, Mottershead said: “It’s about where the customer wants to purchase. We don’t have shops for the sake of having shops. If shops are not worthwhile we have to take action.”

However, he said there were no plans to lose its 250 Co-op stores and there was saw the imbalance as an “opportunity” to grow the business.

Shown a picture of a Cook shop front, Mottershead admitted they lacked inspiration, adding: “I think we need to improve. We need to make sure we give the best first impressions to all of our customers. That is something we are looking at.”

He also said there needed to be more work done on their website and said it was currently being reviewed.

Mottershead was upbeat about the future, saying there is “no limit to growth” in the market despite admitting the company has lost ground to competitors.