Q&A with Thomas Cook e-commerce director Carol Dray
Q: How does Thomas Cook plan to attract its idea of ‘life-long’ customers when most internet surfers are not loyal?
A: What we’re aiming for is that wherever they come into the group we have the ability to identify them, their booking pattern and where they are booking. We’re finding the internet gives us fantastic branding and by going out and targeting the independent market we’re bringing in new people to the group. The research we have done shows they are comfortable with going into a store or picking up the phone. Online is so exciting in terms of measurement. We have the ability to see what they are searching for and booking and use it to influence our tour operator and to build portfolio and brand.
Q: There is a lot of hype about RSS and blogging at the moment – do customers really want it?
A: They are definitely on our agenda. Online has given the customer access to more information than ever before. I remember when I was in my kitchen with directories or going to the library. Now, the customer is choosing to have the information in every format wherever they are. The online content is encouraging customers to book as well. Thomas Cook guides, for example, help conversion.
Q: What will happen to the newer entrants now that traditional brands and recovering ground?
A: In the online market we have definitely been a challenger to Expedia. They don’t have the track record, history or operation. As we become strong within the channel they will suffer. We don’t supply them with any products today and we won’t have the need to tomorrow. We have a fairly good stronghold in the high street for the scheduled air side. From the Thomas Cook tour operation point of view it is key that thomascook.com sells for them. As the big four grow there is less need for consumers to look at expedia or lastminute – they won’t have the product.
Q: If dynamic packaging is not the killer application for tour operators then what is?
A: I don’t think we need to talk about what tour operators want. It’s more about what the customer wants – they want a holiday. How we choose to bring back availability, whether it is a flight, hotel, dynamic package, will be down to what matches the customers’ needs. We’re all hung up on delivering the next thing but let’s be honest the customer does not know about dynamic packaging.
Q: What trends are you seeing with digital television? Do people just use it for research or do they actually book?
A: It’s a bit of both and it depends when you catch that customer and the mindset they are in. We have about 52% of the travel teleshopping market. We sell everything in terms of range of product so it’s about the multi-channel experience. We get good conversion on our own tour operating and the cruise market is doing well.
Report by Linda Fox
Linda Fox
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