Prior to its 2019 collapse, the previous 178-year-old incarnation of Cook took all attractions with captive orcas off sale.

Now, the brand – reborn in 2020 as an OTA – is extending this stance to facilities where other cetaceans such as dolphins and whales are held in captivity.

Cook said customer feedback had revealed that while customers were keen to enjoy animals when on holidays, they had particular concerns over captive dolphins.

The move coincides with a relaunched ticket and excursion offer, which will instead see Cook promote wild-watching experiences for whales and dolphins, allowing people to experience these animals in their own habitat.

“We know that for our customers going to a zoo or an aqua park is an important part of their holiday and we only want to offer those experiences when we’re confident they abide by the highest welfare standards and are not built on animal suffering," said Cook chief executive Alan French.

"We have taken the decision to offer only wild-watching experiences for whales and dolphins to help our customers experience these intelligent and sociable animals in their natural habitat."

French added that while bookings had rebounded strongly post-pandemic, the brand had also witnessed a fall in demand "for activities that harm the environment or animals". "Our customers care about these issues, and we are proud to be matching those sentiments," French continued. "It has been an easy decision to make.”