Chris Mottershead who joined the business earlier this year replaced Salman Syed as managing director last month.

At a press briefing during the Abta convention he admitted the company had “a really torrid time”, but stressed that “we need to now look forward” as the company moves into its 175th year in 2016.

“I can definitely see the green shoots and will be looking to grow the business and bring back the positivity.

“There are so many opportunities; we are in an industry that is in growth – we’ve got an amazing brand that is so strong in this market place, and we’ve got some hugely devoted people working with us in the organisation.”

He added that the company needed “to combine the latest technology and long-serving staff… but never forget the roots of Cook.”

Mottershead also said he wanted to expand elements of the business including increasing its flights to the US.

He also stressed that he remained committed to the high street. “I most definitely believe in high street retail. Online has its power, but we believe in high street retail. We can take the business on and move it forward.”