Thomas Cook revamps Signature under brand strategy

Thomas Cook has relaunched its high-end Signature branded tour operator as part of the company’s brand realignment strategy.

Renamed Signature from Thomas Cook, the tour operator will provide ‘perfect relaxation or exotic experiences in a range of destinations’. Signature from Thomas Cook will feature unique experiences at more than 1,000 selected four and five star hotels in over 50 destinations around the world.

The new brand has adopted look and feel restyled to better reflect the luxury holidays it now represents, featuring a new logo and the ‘Luxury Travel, Tailor Made for You’ strapline.

A luxury section is on the Thomas Cook website
A luxury section is on the Thomas Cook website

A new ‘luxury’ section on Thomascook.com has been launched displaying a full range of products and features including all Thomas Cook Airline Holidays and more flexible flying options than ever before on long haul routes with partner airlines.

To further enhance the service, top agents from within the company will be appointed as Signature Experts, who will share their experience and knowledge including top tips and not-to-be-missed activities.

Finally, the Connected Resort Service will be introduced into every destination from next year, making it faster and easier for customers to contact the team while abroad.  Connected features a variety of ways customers can get in touch with us directly, including phone, email, SMS, WhatsApp, Skype, Facetime and Web Chats.

The measures are the latest in a line from the tour operator to develop its technology offering.

The rebranding is part of Thomas Cook’s portfolio realignment aimed at offering customers a clearer understanding of the type of holiday they can expect when travelling with its three principal tour operator brands.

Positioning of Airtours, Thomas Cook and Signature will reflect a ‘good’, ‘better’, ‘best’ strategy.  This simplified product portfolio will see Airtours offer ‘Great Holidays at Great Prices’ to suit families and their budget, while Thomas Cook will remain true to its heritage of offering expertly tailored holidays.

Harriet Green departed as Thomas Cook CEO earlier this month.

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