Thomas Cook Group's Slogans & Taglines

Thomas Cook Group plc was a British global travel group founded in 1841 by cabinetmaker Thomas Cook in Leicester, England, who organised a 12-mile train trip for 570 temperance campaigners—unwittingly becoming the father of modern tourism. The company pioneered package tours, combining transportation, accommodation, and experiences, and by 1872 had launched round-the-world trips. Core offerings encompassed flights, hotels, resorts, cruises, and package holidays, serving millions of customers annually through high-street travel agencies, airlines, and tour operations. Brand messaging evolved through multiple iconic slogans: the 1935 ship logo bore Cook's For Travel; post-war brochures proclaimed Don't just book—Thomas Cook it; and in 1984, advertising executive Michael Hennessy created the legendary Don't just book it, Thomas Cook it, which became one of the most recognisable straplines in advertising history. In 2013, the group rebranded with a sunny heart logo and Let's go! under CEO Harriet Green. Despite these efforts, the company collapsed on September 23, 2019, after 178 years, triggering the largest peacetime repatriation in British history. The Thomas Cook brand was revived in 2020 by Fosun Tourism Group as an online-only travel agency, with the slogan evolving to Love it, Book it, Thomas Cook it.