Thomas Cook and TUI launch reassurance campaigns

Thomas Cook and TUI, the UK’s largest holiday operators, have launched national press campaigns in a bid to reassure consumers after a series of operators have gone bust. The ads follow the collapse of XL Leisure Group, the third biggest holiday company, on Friday (September 12).

The ads, which ran in the Sunday papers and again today (September 15), both highlight the two companies’ efforts to help bring stranded holidaymakers home.

The Thomas Cook execution also emphasises the company 160 year history as a holiday operator, and says that it wants to reassure UK consumers and bring back “total confidence” in package holidays.

Meanwhile, TUI has taken a more solemn approach reiterating the Air Travel Organisers’ Licensing protection scheme, which allows customer that have booked holidays to transfer the value to another holiday package.

It adds that its two key brands, Thomson and First Choice, are working closely with the industry authorities “to help all those affected get their holiday plans back on track with minimum fuss”. It offers helpline numbers and a dedicated website. It also provides advisory services urging customers to call CAA for more information.

Several travel and tour companies such as XL Leisure Group, K&S Holidays, Seguro Holidays, Travel City and Transatlantic Vacations among others have collapsed because of fuel price rises and pressure on consumer spending.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here