Thomas Cook plans to mix holidaymakers from the UK, Germany and other countries in more of its own-brand hotels following customer research.
Are the days of separate hotels for British and German tourists over? According to a Thomas Cook survey of 18,000 customers in the UK, Germany, Scandinavia and Belgium, 90% of holidaymakers say they would not mind sharing a hotel with other nationalities. CEO Peter Fankhauser told a UK industry conference it was “a myth” to believe that Britons only want to share a hotel with other Britons, and Germans with other Germans.
This fits neatly with the strategy of Europe’s second-largest tourism group which wants to offer more of its own-brand hotels, such as Sentido, Sunprime and Sunwing, to customers from various source markets. Last year Cook reportedly offered 37% of its hotels in more than one of its largest three markets compared to just 7% two years ago.
However, the group will be careful to ensure that hotels have “the right guest mix” and that no nationality has a majority of guests. Cook’s solution is to market more own-brand hotels to Scandinavian tourists, who score well in all markets as “friendly” neighbouring hotel guests.
The new approach is also being rolled out in the group’s new Casa Cook lifestyle hotels. After the successful launch of the first property on Rhodes last year, the second Casa Cook will open on Kos on July 1. The 100-room hotel, with Greek-style buildings, no fixed meal times and incorporating a relaxing beach club, will target both couples and families with children.