Thomas Cook longs for Latitude

THOMAS Cook Signature is moving further into the luxury market with new brand Latitude.

Marketing manager Tim Jones said Latitude was predominantly aimed at the affluent over-35s demographic with 120 five-star hotels worldwide.

Brochures are going to 1,500 multiples and independents. However, the new Latitude programme will not focus heavily on its parent company name – it is only mentioned at the back of the brochure – because focus group research revealed the Thomas Cook name added little value in the luxury market.

Latitude concentrates on long-haul beach holidays in destinations such as the Caribbean and Dubai, but short-haul European city breaks are also included.

The brand has five dedicated personal travel advisers. Projected average spend is £4,500 per person per holiday. Prices lead in at £495 for a three-night room-only stay in the Barcelona Ritz, including British Airways flights and private transfers.