Thomas Cook sees a favourable response to its ad campaign

Thomas Cook Group has reported a loss before tax of £81.5 million for the October to December period.

The group reported a 15 percent surge in summer 2010 holiday bookings in the last four weeks.

Thomas Cook credited TV adverts featuring former football player Jamie Redknapp and his pop singer wife Louise for a spike in summer bookings. 

The group said it had weighted its summer offering towards higher margin, medium-haul destinations and expected bookings to continue to strengthen.

“In recent weeks, bookings for the summer 2010 season have improved significantly, marking a positive response to our current marketing campaigns and highlighting the resilience of the summer holiday,” said CEO Manny Fontenla-Novoa.

Thomas Cook has cut aircraft and tour capacity amid a decline in travel demand. In the UK, the company said it reduced the number of summer holiday packages by three percent.

Fontenla-Novoa said he was “confident” that Thomas Cook would meet its full-year targets. 

Speaking to reporters, Fontenla-Novoa said: “I think the worst is behind us. However, I’m not sure there’s going to be a tremendous bounce back this year. I think it will be a fairly good year but I don’t think it’s boom time”.