Thomas Cook launches new holiday brand
Thomas Cook India (TCIL) has launched a new brand 100% Holidays for its outbound holiday packages. The company currently sells these packages through the 125-year-old Thomas Cook brand.
By TNN |
MUMBAI: Thomas Cook India (TCIL) has launched a new brand 100% Holidays for its outbound holiday packages. The company currently sells these packages through the 125-year-old Thomas Cook brand.
This globally-recognised brand is being used by TCIL through a licencing agreement with the German company Thomas Cook AG. TCIL, which was earlier owned by Thomas Cook AG, was taken over by the Dubai Financial group in December last year. It has the licence to use the Thomas Cook brand for a limited period, but the duration of the arrangement between the two companies is not known.
Answering questions at the launch of the new brand, TCIL’s managing director Madhavan Menon said Thomas Cook will be the corporate brand of the company, while 100% Holidays will be the product brand.
The new brand will be launched in the travel markets of Thailand, Mauritius and Sri Lanka through TCIL subsidiaries in these countries. “We have kept the option open to introduce the brand in our other markets. The decision will be taken later depending upon the response,” said Mr Menon.
He was talking during a conference on Wednesday at the launch of the premium holidays brand here. Though the brand will target the outbound travellers, Mr Menon didn’t rule out the possibility of later introducing 100% Holidays for the incoming segment too. “This will depend on the interest shown by the international tourists coming into India,“ he added.
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TCIL, had last month acquired Thomas Cook (Thailand), from the latter’s German parent for Rs 14.5 crore. It has overseas operations through Thomas Cook Mauritius and in Sri Lanka. DF has the licence to use the Thomas Cook brand in West Asia. It had also acquired Thomas Cook Overseas and Thomas Cook Lebanon.100% Holidays is the first brand in the domestic travel industry to target a specific segment. “100% Holidays will bring our holiday products into sharper focus and create a distinct identity for them. We found that as Thomas Cook India expands into newer product lines and geography, the corporate ‘Thomas Cook’ brand is being stretched across many product segments. Hence the need was felt to create a specialised and distinct holiday brand,” said Mr Menon.
The holiday segment contributes 25% of TCIL’s revenues.
The company is banking upon the 30% growth in the travel market in India, to further grow this share. TCIL operates primarily in the foreign exchange, leisure travel, corporate travel management and travel insurance segments.
“Indians travelling abroad spent Rs 20,000 crore last year. But only 16% of the outbound traffic comes under the leisure segment. We want to double this,” said Gautam Sharma, head, marketing.
“Indians travelling abroad spent Rs 20,000 crore last year. But only 16% of the outbound traffic comes under the leisure segment. We want to double this,” said Gautam Sharma, head, marketing.
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