Thomas Cook, the London based listed tour operator, said the introduction of the Cruise Concept Stores marked the next phase of the company’s transformation, underlined its investment in the sector and expertise in the cruise market, Travel Weekly reports.

"Thomas Cook has long been considered the UK’s biggest cruise retailer by volume, although cruise line suppliers say it had been focussing on other areas in recent years. Five of the stores are in partnership with Carnival UK brands P&O Cruises, Cunard and Princess Cruises and the other six stores are in partnership with Royal Caribbean International," the report said

The stores are being opened in Aberdeen, Harrogate, Gateshead, Merryhill, Liverpool, Maidstone, Darlington, Bolton, Newport, Plymouth and Fareham. Towns and cities have been targeted where there is more than one Thomas Cook branch, and while they will specialise in cruise product, land-based holidays can also be booked there.

Agents in the Cruise Concept stores will be trained on cruise products and the branding inside the stores will reflect the partnering cruise line. Joanna Wild, Cook retail director, said: “Retail is such an important part of Thomas Cook’s omni-channel approach. We know holidays are important to our customers, and cruise holidays are valued for offering a particular sense of adventure and security that everything will be taken care of as soon as our customers depart from port.

“The cruise market continues to grow and we want to invest in the market in support of our great cruise partners. The Cruise Concept Stores further illustrate the company’s commitment to the high street, aiming to offer a specially tailored and personalised service to our many cruise customers," she was quoted as saying.