On The Beach spies Thomas Cook gap

Pink Sands Beach, Harbour Island, Bahamas
The company sees a chance to build its beach brand

On the Beach Group said that there was “an unprecedented opportunity to take market share in the beach travel market” following the collapse of Thomas Cook.

The group said that it had more than doubled offline marketing spend to drive awareness of the On the Beach brand.

In a trading statement, the company said that the reduction in overall capacity in the market following the failure of Thomas Cook had led to “significant” year-on-year seat price increases for all departures. This seat capacity shortfall was further accentuated by continuing delays in Boeing's 737 Max aircraft returning to active service. As a result, the group said, seat pricing was not anticipated to fully normalise in the current financial year.

Simon Cooper, CEO, On the Beach Group, said: ”The actions we have taken in the first four months of the new financial year have accelerated our market share gain and mean we are well prepared to take advantage of capacity returning into the market. Our incremental investment into offline marketing activity is helping to drive significant growth in awareness of the brand nationally and we are delighted with the performance of the Classic Package brand in its first year post launch.”