Cook says it is the first UK tour operator to offer a “buy now, pay later payment plan” which will be launched in its high street shops and online on March 1. Customers will then pay for the holiday through monthly installments.

The promotion, which coincides with the launch of Cook’s summer 2019 programme, can be used to book holidays departing from November 1, 2018 to October 31, 2019.

Chris Mottershead, managing director, Thomas Cook UK, said: “We’re always looking for ways to make it easier for our customers to enjoy their well-earned break away.

“Our new zero deposit buy now pay later offer means that they can get the holiday in the diary now, and then spread the cost over the coming months. Our existing direct debit payment plan is very popular with families and we expect this new offer to appeal to them too.”

The promotion applies to selected Cook, Airtours and Manos holidays, which have to be booked at least 14 weeks before departure. It is only valid if customers pay for the holiday by monthly direct debits with the final payment made at least six weeks before departure.