Thomas Cook promotes hotel portfolio with airline branding partnership

Thomas Cook, the UK-based holiday company, is planning to promote two of the company’s own-brand hotels through a branding tie-up with its airline from this summer, as part of efforts to raise awareness of its hotel portfolio.

Accordingly, Cook’s Club, the latest addition to Thomas Cook’s hotel portfolio launched earlier this month, will feature on one of its A321 aircraft. The first Cook’s Club is set to open in Hersonissos in Crete this June.

Starting May, one of Thomas Cook Airlines’ A321’s will fly with a livery of Sentido Hotels & Resorts – a collection of four- and five-star hotels and one of Thomas Cook’s eight own hotel brands. The hotels offer a wide choice of food for different tastes, relaxation and activities for couples, groups and small families.

Christoph Debus, Chief Airlines Officer, Thomas Cook Group said, ‘The two liveries look fantastic and we are very happy to support and promote two of the group’s own-brand hotels.

‘In our group airline we are looking forward to a busy summer programme, flying to new long-haul destinations like Seattle and Phoenix, and Dubrovnik, Thessaloniki and Madeira to name just a few joining our growing number of short and medium haul routes.’

Ingo Burmester, Chief Hotels Officer, Thomas Cook Hotels & Resorts added, ‘Our own-brand hotels allow us to give our customers unforgettable holidays, whatever their preference and we want that to start the moment they board our aircraft.

‘Our strategy is to strengthen the quality of our own-brand portfolio which now comprises eight brands. In addition, growing our airline is a key part of our group strategy, as demonstrated by a capacity growth of 10% in the group airline this summer.

‘Our new flying ambassadors are a fantastic way to both collaborate and celebrate two key pillars within the Thomas Cook Group.’

Branded ‘I (Thomas Cook yellow sunny heart) Cook’s Club, the Cook’s Club A321 will fly for Thomas Cook Airlines in the UK. The aircraft will move to its permanent base at Manchester airport in May, and will fly to beach destinations across Europe this summer.

The ‘I (Thomas Cook yellow sunny heart) Sentido’ A321 will fly for Thomas Cook Aviation, based at Dusseldorf Airport, a release said.