Thomas Cook promises travellers an ‘experience’
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Thomas Cook has reaffirmed its commitment to its new company culture, which puts its customer “at the heart of the business”.
“It always was important, but now it’s the most important part of Thomas Cook,” said the travel giant’s UK managing director, Chris Mottershead, addressing delegates at the ABTA Travel Convention, which takes place in Abu Dhabi this week.
“We recently introduced the 24-hour promise, so if something goes wrong we have the opportunity to fix it there and then.”
Mottershead said today’s customers had “moved on”.
“It’s not just about going on holiday and grabbing the sand. It’s about providing an experience – the experiential,” he said.
It was therefore the job of Thomas Cook and travel agents to “create something special”, Mottershead told delegates. “It’s about designing an experience.”
He also dismissed technology’s role in terms of the travel experience.
“For me, the most important thing is the holiday. That’s what customers remember, not the technology they used to book it.”
Thomas Cook’s 175-year history proved the company had successfully moved with the times, stressed Mottershead.
“It shows we can be flexible, nimble and change what we do,” he confirmed.
“We have seen many changes to the industry over the years and we have survived. New entrants create stimulation in terms of our approach and how we do business. “
Moving onto recent news that Thomas Cook is to close 28 UK stores nation-wide, Mottershead said: “We need to have the right shops in the right locations. Some of the shops we are closing are in the wrong location, or leases are not being renewed by landlords, or we have duplication.
“The shop is here to stay. We hope to open more shops in high bustling areas like Stratford – a high demand location where we are opening soon.”
The UK Thomas Cook chief also said Brexit was yet to impact sales.
“Our bookings have bern particularly strong and continue to be for the forthcoming season,” he said.
“We buy our currency and purchase our fuel in advance so the full impact of foreign exchange is yet to be felt.”
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