Defying the battening down of hatches by the global travel industry since the events of September 11, German-owned tour giant Thomas Cook announced Thursday it is to launch a branded TV channel on Britain’s BSkyB satellite platform.

On-air from next month, the free-to-view channel will peddle Thomas Cook holiday brands plus information and travel related services such as car rental, insurance and currency – all with on-screen direct buying options.

Says Cook’s UK chief executive Alan Stewart: “We must look constantly at new ways of communicating with and inspiring our customers about travel. This is of particular relevance today when we’re having to manage our business through a tough trading period and need to encourage customers to book holidays for next summer."

News source: Media Week (UK)