Thomas Cook’s Personalization Ploy Is Paying Off
Photo Credit: A Thomas Cook aircraft. The tour operator is using its airline to promote its own branded hotels. Thomas Cook
Skift Take
Thomas Cook is desperate to shake off the impression that it's old fashioned and the 176-year-old travel company is trying different ways to make itself relevant to young travelers. Not every one will work but at least it is trying.
Putting a price on something that customers previously got for free has become a key part of the airline business model and it seems other parts of the travel industry are catching on.
European tour operator Thomas Cook says in its UK market it now makes an additional $13.50 (£10) per person in sales of personalized vacation services.
In years gone by the company would have simply allocated customers a hotel room; now in some of its hotels they can pay to select their own. Similarly, Thomas Cook has realized people are willing to part with their cash to secure a sunbed.
And just like an airline, Thomas Cook will adopt a fleixible pricing strategy to manage these products, meaning their price will rise and fall depending on demand.
Across its group-wide tour operating business, Thoma
