Product Check

Thomas Cook tests 'lifestyle' travel agency concept in Berlin

Thomas Cook's new-look Travel Stories store in Berlin
Thomas Cook
Thomas Cook's new-look Travel Stories store in Berlin

Thomas Cook wants to make its German travel agencies more stylish with an innovative new concept being tested in Berlin and targeted at millennials and other lifestyle customers.  

The group has just opened its first retail shop under the new name ‘Travel Stories made by Thomas Cook’. The look and feel of the store in the capital’s East Side Mall is deliberately based on that of the group’s Casa Cook hotels.

The idea is to give existing and potential customers a sense of what the popular hotel brand is like, and even give them a ‘hotel experience’ in a travel agency. The store’s furniture, decoration, design and layout are based on that of the Casa Book and also Cook’s Club brands.

The ‘Travel Stories made by Thomas Cook’ store also features a projection area in the entrance to attract customers into the shop by presenting attractive holiday images. Customers can even enjoy a choice of drinks in a trendy coffee-bar while considering their holiday options. Staff are not only experienced travel agents but have also had barista training.

“Customers are changing and our travel agencies are as well,” explains Thomas Kloss, head of Thomas Cook’s German branch network. “With our innovative concept we are reacting to the increased expectations of our customers in terms of advice, service and inspiration.

“With Travel Stories we want to give customers a holiday feeling in a lounge-style atmosphere similar to the Casa Cook and Cook’s Club world. The trip should already start in the store,” he emphasises.  

Thomas Cook will officially open the new branch with an event in late August and decide later whether any other similar stores should follow Berlin.

Stylish look: Thomas Cook's Travel Stories store in Berlin