Thomas Cook announces new own-brand hotel in Ras Al Khaimah alongside extension of international marketing partnership

Thomas Cook, one of the world’s leading leisure travel companies, and Ras Al Khaimah Tourism Development Authority have extended their major co-operative marketing agreement which aims to raise the profile of the UAE emirate as a premier leisure destination for European tourists. The partnership, which started in 2016, enters its second phase in August 2017 and seeks to further develop Ras Al Khaimah as a year-round destination for holidaymakers through inspiring marketing content delivered via Thomas Cook’s multi-channel media offering.

Thomas Cook’s award-winning creative agency, 1841, will lead the development of the campaign’s brand and content strategy. The campaign will focus on key growth markets including UK, Germany, Nordics, Russia and Netherlands.

Further to this, Thomas Cook is opening its newest own-brand hotel, the smartline Ras Al Khaimah Beach Resort, on November 1 2017. The hotel will be Thomas Cook’s first own-brand hotel in the growing tourist destination of the United Arab Emirates.

The opening of smartline Ras Al Khaimah Beach Resort marks further progress in Thomas Cook’s strategy to grow its portfolio of own-brand hotels, as part of an increased focus on higher quality holidays. This hotel is in addition to the 22 new own-brand hotels Thomas Cook is opening across the summer ‘17 and ‘18 seasons.

The Emirate in the north-east of the Arabian Peninsula is becoming increasingly popular for those looking to combine a visit to the booming metropolis of Dubai with a relaxed beach holiday. Those seeking local culture can visit historic forts and villages, experience traditional Bedouin desert life, or stroll through the alleyways of the old centre of Ras Al Khaimah city. While adventure and adrenaline seekers can zipline, hike or cycle on top of Jebel Jais, the UAE’s highest peak in the Hajar Mountain range.

Haitham Mattar, Chief Executive Officer, Ras Al Khaimah Tourism Development Authority, said: “We are extremely pleased to continue to partner with Thomas Cook to promote Ras Al Khaimah. The news that they are opening their first own brand hotel here demonstrates their commitment to our destination and delivering choice to their customers. International visitors represent almost two thirds of the overall tourism to Ras Al Khaimah, with the UK and Germany being among the top 3 source markets. This partnership will continue to attract holidaymakers from Europe who seek great value beach holidays and authentic adventure and culture based experiences.”

Stuart Adamson, Director of Thomas Cook Media & Partnerships Group said: “We are very excited to continue our successful partnership with Ras Al Khaimah. Through a fully integrated, multi-channel campaign across 8 of our markets, Ras Al Khaimah will reach and inspire the millions of holidaymakers that engage with us driving both awareness and visitation.“

The contemporary designed smartline Ras Al Khaimah Beach Resort will feature 253 chalets, a 700-metre private beach, three pools, four bars, a coffee shop, a buffet restaurant, a spa with sauna and Jacuzzi and inclusive WiFi.