03 February 2009

Video enhances Thomas Cook online cruise arm

A personalised online video service has been introduced by Cruise Thomas Cook as the retailer seeks to expand its internet cruise retail business.

The Cruise Selector works as a personalised video generated according to an individual’s responses to specific questions about the type of cruise they are looking for.

This includes preferences covering entertainment and destination to demographic profile and family grouping.

When their answers are processed, users automatically receive cruise options to suit their needs in the form of a personalised video.

Once customers have viewed their video, they will then have the option to either review their answers to generate an alternative video, book one of the recommended cruises, or send their video to a friend or family member to view.

Additional new initiatives that have been introduced include a cruise page within a new interactive magazine.

In addition to Cruise Thomas Cook’s weekly, personalised e-newsletters, a series of post booking and pre-departure e-communications are in place.

The divisions’ director Marc Bennett said: "We work hard to ensure we are putting the right people, on the right ships.

"Our cruise specialists are particularly knowledgeable and we want to ensure this expertise is reflected in the online research and booking process too."

by Phil Davies