SKIPPER Simon Francis admits Cherries are aiming high and believes a European qualification place could be within reach this season.

The 32-year-old defender, who captained Cherries to ninth in the Premier League last season, insisted the squad was “looking better than ever” ahead of their opener at West Brom tomorrow (3pm).

Asked about the chances of gaining a European spot, Francis, who scored in Cherries’ pre-season fixture against Napoli on Sunday, replied: “It’s not out of reach, of course not, because last season we came ninth.

“If we had won on the last day then we would have been eighth, so it really is that close.

“We want to improve from last season. I think we have as a squad already, bringing in the players, so why not? Let’s look as high as we can and achieve something.”

Cherries, who held European outfit Napoli to a 2-2 draw in their final warm-up friendly, have welcomed new signings in the form of Asmir Begovic, Jermain Defoe, Nathan Ake and Connor Mahoney.

And Francis, who has risen through the leagues with the club since 2011, believes the new recruits have already impressed.

He added: “I think the manager has been excellent in bringing in players and knowing characters that are going to make this squad stronger and it is about the characters as well.

“It’s not just about what they can do on the pitch. It’s about how they fit into the group off the pitch and the lads that have come in have been excellent.

“They really have increased the team morale. The experience we have brought in with Asmir and Jermain – even the experience with Nathan because he has played before in the Premier League for us.

“Connor has probably gone under the radar with the big signings but he was excellent against Napoli.

“I think we got our business done early as well, which the manager likes to do, and I think that’s important to get them bedded in to the squad early for pre-season. I think the squad is looking better than ever.”

With those new recruits, the former Charlton and Southend United man believes the fight for starting spots has intensified: “As you improve in the Premier League year in, year out, competition for places becomes massive.

“Any player who thinks their position is safe will then get inconsistent. They will become a bit more relaxed, thinking ‘well I’m not going to get dropped’.

"You have to be on your toes and you have to be thinking ‘I have to perform week in, week out, otherwise I am out of the team’.

“That is the only mind-set you can have. I think everyone has that now.

“We have a big squad and the manager can rotate if need be. We also have cup games coming up and want to do better in the cups this season. Let's hope we can be successful.”