Thomas Cook cites marketing for gains

Thomas Cook has declared its recently launched marketing campaign an early success after reporting website bookings made by UK holidaymakers have increased in recent weeks.

Thomas Cook

Online bookings were up 19% on last year in the last four weeks, the company says, offsetting a 10% dip in bookings made on the high street. Overall, bookings were down 2%.

Last month, the holiday company took the unusual step of launching its biggest marketing campaign of the year in spring to attract people booking summer 2012 holidays late and winter holidays early.

It has also invested heavily in its online platform to try and drive 50% of its bookings online.

Sam Weihagen, group chief executive officer, says:

“In the last few weeks we have seen an improvement in UK booking trends, helped by our recently launched advertising campaign and upgrades to our thomascook.com website.”

Thomas Cook will be hoping that the recent gains continue after a “deterioration” in trading in its domestic business last year. It is also looking to draw a line under the financial difficulties that led to emergency debt refinancing late last year.

The company followed the deal with creditors by announcing the closure of 200 “under performing” high street shops as part of a slew of cost-cutting measures designed to reassure investors.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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