Thomas Cook has relaunched its luxury offering as part of a wider realignment of its product portfolio.
The newly renamed Signature from Thomas Cook brand will sit in a mainstream segment alongside the Airtours and Thomas Cook standalone brands.
The change is part of the vertically integrated tour operator’s plan to further simplify what it offers to both consumers and the trade.
“The feedback both internally and externally was about clarity around the proposition,” said UK managing director Salman Syed.
He added: “There is significant opportunity in all three brands and with the Signature brand launch, I think we need to gain share there in that segment.”
