ABTA TC: Thomas Cook conversions up with Q&A

Thomas Cook revealed a new image this year
Thomas Cook revealed a new image this year

A system where customers can ask Thomas Cook questions through its website has more than doubled the site’s conversions, the chairman of its digital advisory board has revealed.

John Straw, speaking at the Travel Convention, said the function had a “staggering impact” on its website, alongside new tools and content.

Its conversion rate is now up 147% since the questions section was introduced, with the average booking value up 9%. Queries range from holiday tips to weather updates and what type of clothing to wear.

The company has also devised a system where its high street travel agents still gain commission for bookings made online. Its new technology enables the company to track when a customer has left a high street store to when they book online, then passes the commission back to the staff member that dealt with them.

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