A new map for Thomas Cook

Old travel brand reinvents itself to cater to changing customer expectations

Selling holiday packages and foreign exchange is a routine business for Thomas Cook something it has been doing for decades. But over the last several months Thomas Cook has had to plot a new route to make its way across a familiar world of holiday travel. In line with changes in customer behaviour and with the growing shift towards digital bookings, Thomas Cook has ramped up its online presence and repositioned itself as a hybrid, rather than a pure brick and mortar, entity. 

Competition from online travel companies such as MakeMyTrip has been a trigger too. As more and more