Thomas Cook’s latest wave of new brochures demonstrates a significant shift among
the Thomas Cook Signature and Thomas Cook mass market product offerings.he company
has released its greatest number of brochures ever, designed to meet the expanding
range of customer tastes and preferences.
The most significant change is that Thomas Cook Signature has become a
long-haul-only brand. Its previous Cities and Short Breaks brochure is now presented
within Thomas Cook’s mass-market range, as is Disneyland Resort Paris. In addition,
the company has issued its first ever Thomas Cook Signature Caribbean brochure,
featuring 17 different destinations.
A further new development is that Thomas Cook has launched a combined brochure to
Egypt. Previously there were separate Thomas Cook Signature and mass-market
brochures to this destination, but for the first time the product ranges have been
combined in a single publication. This way, customers have the flexibility to choose
a scheduled or charter flight, an escorted tour, a Nile Cruise, whether to stay in
Cairo, Luxor or a Red Sea resort all from a single source.
Other changes see Thailand, Barbados and a twin-centre in China added to the Thomas
Cook Tropical Shores brochure, introducing scheduled rather than charter flights to
the brochure. Within the Thomas Cook Signature programme, South America, Egypt and
the Middle East have been added to the Worldwide brochure.
Robbie Orr, Director of Product at Thomas Cook said: “This year we have been working
to integrate Thomas Cook’s mass-market and scheduled flight businesses, to make the
offering simpler and more accessible to customers. These new brochures are the
result of this process. Thomas Cook is our mass-market brand, and with so many
Britons taking short breaks to European Cities and Disneyland Paris it makes sense
to make these part of the Thomas Cook offering. Thomas Cook Signature remains a
very important brand for us, signifying high quality and an element of exclusivity,
something that fits well with long-haul passengers. We look forward to hearing the
feedback from our colleagues in travel retail.”