SUPERBRANDS ANNUAL 2011 SuperbrandsDigital.

com

Since Thomas Cook’s inaugural trip in 1841, his name has come to represent a pioneering
approach to tourism. Introducing the first overseas package tour in 1855, today Thomas
Cook takes six million British holidaymakers abroad each year. Thomas Cook Group plc has
a network of more than 3,400 stores across 21 countries and over 22.3 million customers,
making it one of the world’s leading leisure groups.

Market
In an increasingly competitive industry,
Thomas Cook has ensured it is well placed
to retain its position as one of the world’s
leading leisure travel groups. Operating across
five key geographical areas puts the brand
at the heart of its core markets. Supporting
key growth drivers is an integral part of its
strategy and opens up potential opportunities
to bolster the brand and increase its market
share further through mergers, acquisitions and
partnerships. Thomas Cook is not only focused
on ways in which to consolidate established
markets and maximise value from them, but
is also committed to encouraging new growth
areas in emerging markets such as the online
and independent travel sectors.

Product
In addition to its leading mainstream brands
such as Thomas Cook, Airtours, Cruise Thomas
Cook and Direct Holidays, its diverse portfolio
continues to evolve in response to market
trends and changing consumer buying habits,
offering tailored services to suit individual
budgets and tastes. The MyStyle concept,
for instance, part of the Thomas Cook Style
Collection, offers a collection of unique five-star
resorts in some of the world’s most beautiful
beachfront locations.
For the family market, Thomas Cook offers
a range of holidays to keep the whole family
entertained; from its hugely successful
Aquamania water park resorts to its four
new familyWORLD resorts – introduced for
summer 2011 – that promise families a unique
programme of activities for all ages to enjoy.
Thomas Cook Sport, Europe’s leading sports
travel operator, was also announced as the
Official Travel Partner for Manchester United
and has launched its first ever dedicated
brochure of sports breaks for major sporting
events around the world in 2011.
Achievements
Thomas Cook’s company approach and
values have stood the test of time since its
founding father described himself as “the
willing and devoted servant of the travelling
public”. In 2010 its commitment to the
industry was further recognised through a
host of awards including Short Haul Tour
Operator of the Year for Thomas Cook, Seat
Only Operator of the Year for Gold Medal, and
Agent of the Year at the TTG Travel Awards.
Additional accolades came in the form of Best
All Inclusive Tour Operator, Best Sports Tour
Operator, Best Cruise Retailer, and Best Tour
Operator to Europe, Middle East and Africa at
The British Travel Awards.
The company remains committed to being a
responsible business: working with the Travel
Foundation, contributing towards worldwide

1841 1855 1874 1939 1977 2003

Thomas Cook’s first Thomas Cook’s first Cook’s Circular Note, Holidays by air on Thomas Cook opens Thomas Cook rebrands
excursion, a rail journey continental tour: Cook the first travellers’ chartered aircraft its new administrative its airline to Thomas
from Leicester to a leads two parties from cheque, is launched are included in the headquarters at Thorpe Cook and launches a
temperance meeting Harwich to Antwerp, then in New York. summer brochure for Wood in Peterborough. tour-operating brand
in Loughborough, on to Brussels, Cologne, the first time. under the same name.
takes place. Frankfurt, Heidelberg,
Strasbourg and Paris.
thomascook.com
sustainable tourism projects, and through its
charity – The Thomas Cook Children’s Charity
– which raised £1 million in 2010 through
employee fundraising and customer donations,
and aims to make dreams come true for sick
and disadvantaged children worldwide.
Recent UK projects include providing day
trips or holidays for more than 2,000 children,
installing state-of-the-art touch screen
computers and flight simulator software
in 10 children’s hospices, and funding the
redevelopment of the Congenital Heart Unit
at Leicester’s Glenfield Hospital.
Recent Developments
Back in 1896 Thomas Cook escorted UK
customers to the first modern Olympic Games
in Athens. With the 2012 Games being staged
in London, the brand has revived this strong
historical link by being appointed in 2010 as the
Official Provider of short breaks to the London
2012 Olympic and Paralympic Games. Thomas
Cook will provide a range of Games Breaks to
suit all budgets as part of ‘Everyone’s Games’,
to which ‘Everyone’s Invited’. Options range
from affordable one or two night family stays
with guaranteed events tickets, to Games
Break Plus, an upmarket option that includes
dedicated transport, exclusive use of a private
2007 2008
Thomas Cook UK & Thomas Cook
Ireland becomes a FTSE reintroduces its classic
100 company on the slogan: ‘Don’t just book
London Stock Exchange, it. Thomas Cook it.’
and Thomas Cook Group
plc forms after a merger
with MyTravel Group.
hotel hospitality lounge, and specially arranged
lunches and dinners at top London restaurants.
Further recent brand developments centre on
the burgeoning sector of independent travel.
A sustained growth in online technologies has
led to an increasing number of consumers
desiring customised holiday packages.
This sector also includes scheduled tours
– either tailor-made or with pre-packaged
itineraries – and wholesale business, in which
Thomas Cook acts as an intermediary between
suppliers and other agents by providing the
business acumen.
Future changes and investments in the area of
independent travel are currently in the pipeline
to further strengthen Thomas Cook’s position
as a competitive online travel agent.
Promotion
Created in 1984 by advertising agency Wells
Rich Greene, ‘Don’t just book it. Thomas Cook
it.’ quickly became one of Britain’s better-known
advertising slogans. The strapline, reintroduced
in 2008, has been extended in 2010’s campaigns
that explore what ‘it’ from the slogan is. The
approach provided the springboard for one of
the company’s most successful advertising
campaigns, featuring husband and wife celebrity
2009 2010
Thomas Cook is Thomas Cook
appointed Official announces plans to
Provider of short merge its UK retail
breaks to the London operations with those
2012 Games. of Co-operative Travel,
creating the UK’s largest
chain of travel agents.
THOMAS COOK
couple Jamie and Louise Redknapp. What
began as a dreamy, inspirational and accessible
TV-led advertising campaign has since been
supported by other promotional media
including press and cinema.
The campaign improved overall brand
awareness, reaching record levels of nearly
68 per cent – a significant increase on the
previous year. In addition TV advertising recall
and recognition levels increased by 32 per cent.
Of customers who saw the TV advertising,
first choice consideration to book with Thomas
Cook increased by more than 50 per cent.
Since then Thomas Cook has continued to
strengthen its brand position in the travel
market and develop ‘standout campaigns’
in what can be a very cluttered marketplace.
Brand Values
Committed to keeping the customer at the
heart of everything it does, Thomas Cook
believes that people are its greatest
asset and key differentiator in a highly
competitive marketplace.
A modern, forward-thinking business dedicated
to finding new ways in which to pioneer,
Thomas Cook takes pride in its heritage and
trusted brand to drive results and add value.
Things you didn’t know
about Thomas Cook
Thomas Cook personally conducted
the first round-the-world tour in
1872/73. The tour took 222 days and
cost around £300.
Thomas Cook’s monthly European Rail
Timetable, still published today, was
first sold in 1873.
Thomas Cook owned and operated a
funicular railway at the top of Mount
Vesuvius for more than 50 years.
In 1919 Thomas Cook became the first
travel agent to offer pleasure trips by air.
Thomas Cook first advertised trips to
the moon in 1950.