NEWS
TRAILFINDERS TAKES TOP AGENCY AWARD:
partner. Pictured from left: Marilyn Monroe lookalike; Charlie Russell and Natalie Faulkes, both Trailfinders, Debbie Marshall, Silver Travel Advisor; Dame Esther Rantzen.
Cook’s Airtours relaunch rated a ‘risk worth taking’
Juliet Dennis
Tomas Cook’s relaunch of its iconic Airtours brand has been described by the trade as a “huge uphill challenge” but “a risk worth taking”. Te mixed reaction came
as Cook claimed the move to turn Airtours into its new dynamic packaging brand would make booking these packages easier for the trade. All Airtours’ dynamic packages
makes it easier for agents as they will be able to access all of our product through one booking platform, either OneWeb Retail for Tomas Cook agents or Tomas Cook Trade for our independent partners.” He added: “Airtours is a
STORY TOP
recognised brand we wanted to retain.” Cook’s internal Flexible Trips brand will go
at the end of the summer. Airtours, which became
and Cook’s package holidays will be available to third-party agents through one booking system later this summer, and to consumers through
airtours.co.uk. Te change came into effect last
week for Cook agents. Phil Gardner, sales, e-commerce and marketing director, said: “Tis development
travelweekly.co.uk
synonymous with package holidays in its 90s heyday, will sell more short and medium-haul holidays from a range of 18,000 three to four-star hotels from bed bank partners. Previously it sold 584 hotels. Cook’s own-brand and partner ho-
tels, previously sold in Airtours charter packages, will move to Cook’s charter programme from this winter. All Airtours brochures will be scrapped.
This move is positive and it fits with the old Airtours strapline ‘The Holiday Makers’
Steve Dunne, chief executive of
PR and marketing agency Digital Drums, warned the relaunch would require “a lot of marketing muscle and time”. He said: “It is repositioning the brand into an area it is not famous for. It could be a huge uphill challenge in terms of marketing and communications.” Others backed Cook’s move but
stressed the challenge would be pricing. Miles Morgan Travel managing director Miles Morgan said: “It’s a risk worth taking. It’s a brand that resonates with some of your audience. But they will be up
against brands such as On the Beach. How can it be price-aggressive and pay agents commission?“ Andrew Crowe, Airtours sales
director from 1988 to 2000 and now consultant for
Babble.co.uk, said: “I can only see this move as a positive and it fits with the old Airtours strapline ‘Te Holiday Makers’.” Ex-Airtours chief executive
Richard Carrick added: “I suspect this positioning will resonate beter with agents than consumers, unless they intend spending heavily on trying to get that message across.” Cook said it aimed to simplify
its brands. Will Waggot, chief of tour operating, said: “Airtours holidays will complement our charter holidays and allow agents greater flexibility to build customised
packages for customers.” i Get Social, page 27
4 JULY 2019 5
Trailfinders was crowned best travel agency for the over-50s at this year’s Silver Travel Awards. Thomas Cook was highly commended at the event in London last week, hosted by The Silver Line founder Dame Esther Rantzen. It was the first time the best agency category had featured at the awards, for which T
ravel Weekly is media
PICTURE: Steve Dunlop
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76
