Thomas Cook looks to bring Hotels4U out of the shadows with revamped site

By Travolution
By Travolution
December 12, 2013 07:34 AM GMT

Thomas Cook-owned bed bank Hotels4U has been revamped with a new logo and visual identity in an effort to raise its profile from today (Thursday).

The company’s previous blue logo is replaced with a green hotels4u, a colour it claims is unique in the online hotel booking sector.

The logo font has also been updated, featuring the brand name spelt out in a fluid writing style to reflect the “fun and engaging personality of the brand” to further differentiate Hotels4U.

The company was bought by Thomas Cook in 2008 alongside rival bed bank MedHotels [from lastminute.com] and the operations were merged, with the latter remaining a trade-facing brand.

Cook's move to strengthen its standing in this area comes as rival Tui Travel makes increasing strides in its accommodation wholesale business globally.

Including Spain-based bedbank Hotebeds and consumer facing sites such as laterooms.com, this was a division picked out by Tui and city analysts as an area to watch this week as Europe's largest travel firm released its annual results.

The overhauled Hotles4u website includes a fresher look and feel with additional editorial content available on the home page.

The site has been divided up into distinct sections – City Breaks, Beach Deals, All Inclusive & Destinations – which can be found at the top of the homepage, helping reduce search times.

A predictive search function means users just need to type in the starting letters of their destination or hotel and the full name will appear automatically, cutting seconds from the search process.

Thomas Cook UK and Ireland sales, marketing and e-commerce director Mike Hoban said:

“There are many players in the online market, and up until now, Hotels4U has remained relatively unknown - which is something we are looking to change with this rebrand.

“In a market that consumers find overcrowded and fragmented, and where purchase decisions are rationally based on brands that are front-of-mind, we want to make Hotels4U famous with consumers for ease of booking and best price.”

He added:  “The importance of the web is paramount, not only for our business but the travel industry as a whole,

“As part of parent company Thomas Cook’s high tech, high touch strategy, we are constantly looking at ways of improving our website functionalities across all of our key brands.

“We want to better serve the needs and requirements of our customers, not only by seeking their feedback as to how we can improve, but also by watching and learning from how they engage with us.”

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