thomascook.com enhanced with new functionality

Thomas Cook is to utilize latest technology to target users of its website with specific offers as part of an online revamp.

The updated www.thomascook.com features an enhanced homepage designed to provide quick access to new holiday features.

An advanced Search Engine Optimisation structure across all pages has been put in place to “significantly increase” the company’s natural ranking across all search engines, according to Thomas Cook.

An advanced e-commerce functionality – the ATG platform – will allow the company to profile website users based on onsite behaviour.

A customer review section, to be added next month, will bring added information and help users decide what is best for them.

The introduction of videos across destination, resort and hotel pages will help visitors to the site decide on their holiday.

Users looking for late last minute offers will be directed to a Deals section which is automatically and continually updated to ensure the most accurate and up-to-the-minute prices.

‘My Holiday Planner’ functionality allows visitors to the site to add viewed destinations, resorts and hotels links to a shortlist. 

Comparison functionality allowing customer to compare a number of holidays is to be added to this in a following phase of development.

Thomas Cook UK & Ireland e-commerce director Russell Gould said: “With this new technology we can target specific offers to specific users.

“But it also means that the search journey for our customers has been vastly improved. We now have the ability to offer relevant offers at the right time to the right consumers. 

“This is a very powerful capability which we believe will take us ahead of our competitors.

“Prior to this latest update, the site has always been functional but not necessarily providing offers or promotions around what customers wanted or expected.

“What we have now is a new, market-leading functionality that should help them to make easy decisions based on relevant and the best information available.”

He added: â€œWhat we will have are real customers giving real feedback and you can’t get better endorsement than that. 

“For many years our customers have provided us with feedback on their experiences and we are now providing them with the tools to share this valuable information with fellow holiday travelers. 

“Selling – and buying – holidays should be more engaging and entertaining; people really want to see what’s on offer so the new videos and customer reviews will be particularly useful.”

by Phil Davies 

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