Launched on Wednesday (March 7), Cook’s “bold and ambitious” three-year programme will seek to limit the environmental impact of travel while maximising its social economic benefits.

The strategy, which aims to “make a difference with every holiday”, will ensure its drive for sustainability is consistent across every stage of customers’ engagement with the group.

First at home, creating change in the communities it is based and where customers live and work; during the journey, reducing its impact on the environment through responsible operation; and while on holiday, ensuring its products and services are delivered sustainably through collaboration with customers, partners and suppliers.

Cook’s 2017 sustainability report, published on Wednesday, highlights some of the group’s successes since it reaffirmed its commitment to sustainable travel two years ago.

These include charitable endeavours which have helped 18,000 people and improving its fuel efficiency to become one of the top 10 most fuel efficient airlines according to the 2017 Atmosfair index.

Meanwhile, its stringent new animal welfare policy, set out in December 2016, has resulted in two-thirds of attractions audited against independent standards being removed from sale.

“If an animal attraction is found not to be fully compliant with the ABTA Global Welfare Guidance for Animals in Tourism, Thomas Cook won’t sell it,” the strategy states.

Peter Fankhauser, group chief operating officer, said: “I am determined Thomas Cook be a positive force to help build a more sustainable tourism. Our new strategy re-establishes Thomas Cook‘s voice in sustainability and clearly demonstrates our intent.

“We have big ambitions and I’m clear we need to push much further ahead. We know that the holidays we sell can have a positive impact on communities and the environment. I believe bold action on this agenda will help us deliver a more profitable and sustainable business.”