 While expensive enough that the trip would likely be the only one in the couple's lifetime, the company would arrange for a variety of activities new to the middle-class, including museum visits, the opera, and mountain climbing.John Mason Cook promoted, and even led, excursions to, for example, the Middle East where he was described as "the second-greatest man in Egypt".In 1924, the company was renamed Thomas Cook & Son Ltd., after acquiring limited liability status.