Thomas Cook steps up online challenge
ABTA Convention special report: Thomas Cook is to improve the online booking process with a revamp of its website in time for the peak new year selling period.
The company aims to drive 20% of its sales online in 2006, against current levels of 15% in winter and more than 11% in summer.
UK & Ireland managing director Manny Fontenla-Novoa said the site enhancements would go live next month to ease online booking. New content is also to be introduced to give the ability to book more “independent-type” trips.
The improvements will position Thomas Cook for a “head-on battle” with online travel companies, he added.
Thomas Cook and Thomson websites are already in the top five most popular travel sites.
But Fontenla-Novoa disclosed that, unlike many other online travel players, Thomas Cook’s dot com business makes a “seven figure sum” for the group.
He admitted that online discounts drew customers to the website. The online move came as the company outlined the enduring strength of the package holiday.
“Our research shows that, far from dying a death, the package holiday is experiencing something of a renaissance. With all the recent natural disasters ands also the international terrorism threat, people are really appreciating the key benefits of booking a package with a bonded travel company, names the reassurance that if anything goes wrong, the company will endeavour to get them home as quickly as possible,” said Fontenla-Novoa.
He disclosed that the company had spent GBP2 million repatriating customers from hurricane-hit Mexico plus the Asian tsunami and bombings in Egypt and Turkey this year.
Thomas Cook has also produced a stand-alone Spa and Sport brochure to be launched on December 15 covering 20 hotels offering pre-bookable spa packages across 15 destinations in 2006.
The programme is set to double in size with the release of a second edition brochure next April.
Report by Phil Davies
Phil Davies
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