United Kingdom
United States
Asia Pacific
Thomas Cook claims multi-channel strategy helps convert consumers
Travolution summit special report: Thomas Cook is forging ahead with its multi-channel strategy, claiming shops, online, television and call-centres attract more bookings across all channels.
E-commerce director Carol Dray said vertical integration meant the operator could track customers and their needs and that led to increased conversion rates.
Research carried out for thomascook.com on more than 4,700 people in January showed 87% would come back to the site and 34% had made a booking on that visit.
Dray said: “Forty three per cent were browsing and researching and that is one of the key things we need to recognise. Consumers have access to more data than ever before and will need to browse before they buy. We don’t have a problem with that.”
The study also revealed that 27% had made a booking within the group before and after looking at the website, 16% said they would visit a shop and 9% said they would phone a Thomas Cook Direct call-centre.
Dray said: “Online gives us the opportunity to be able to go out and compete in different markets for people who have never booked with Thomas Cook before. Companies like lastminute and Expedia took the market and made it their own and this is a challenge for us now.”
Report by Linda Fox
Related News Stories:
Linda Fox
Kittipong Prapattong’s Plan for Thailand’s Tourism Growth: Taxes, Visas, and Campaigns
James Jin: Didatravel’s Journey from China to Global Reach and the Impact of AI on Travel
Darien Schaefer on Pensacola’s Evolution: From Small Town to Global Destination
Florida Tourism’s Next Frontier: Dana Young on Expanding Beyond the Classics
Patrick Harrison on Tampa Bay Tourism’s Resilience and Marketing Strategy
Bubba O’Keefe on Clarksdale’s Vibrant Music Scene
Commemorating Elvis and Embracing Tupelo’s Culture with Jennie Bradford Curlee
Craig Ray and the Expansion of the Blues Trail
Presenting Mississippi’s Cultural Trails with Katie Coats
Robert Terrell: A Journey Through BB King’s Influence
Rochelle Hicks: Celebrating Mississippi’s Musical Legacy
Exploring Jacksonville with Katie Mitura: The Flip Side of Florida
Dozens fall ill in P&O Cruises ship outbreak
Turkish Airlines flight in emergency landing after pilot dies
Boy falls to death on cruise ship
Unexpected wave rocks cruise ship
Storm Lilian travel chaos as bank holiday flights cancelled