Thomas Cook attributes customer satisfaction boost to own brand hotels

Thomas Cook attributes customer satisfaction boost to own brand hotels

Thomas Cook says being in full control of its own brand hotels has seen a marked rise in its customer satisfaction ratings.

The operator is set to open at least 14 new properties in the coming two years.

Director of retail and customer experience, Kathryn Darbandi, put its “phenomenal” six point increase in its net promoter score (NPS) down to more in-house hotels.

The NPS is judged by customers and based on whether they would recommend the holiday to friends and family, or not.

“If you compare it to three or four years ago, we have introduced our own brand hotels,” said Darbandi. “We’ve improved across the board, but the scores at our own brand hotels are even better.

“With our own hotels, we are in control of the whole experience, end-to-end. People know and trust the Thomas Cook brand and in return we guarantee a certain level or service.”

She added that the implementation of Cook’s 24-hour Hotel Satisfaction Promise has helped improve the feedback results.

New Cook own-brand hotels, under the Casa Cook, SENTIDO, Sunwing and Sunprime names, have been announced to open in Sicily, Croatia, and the Maldives and new properties in Turkey, Bulgaria, Spain, Cyprus and Cape Verde are in the pipeline which will take Cook’s own-brand portfolio for summer 2017 up to 190 properties.

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