World Panel
Viewpoint28 September 2020

Is there future for the “new” Thomas Cook?

Digital Marketing in Hospitality

— 9 experts shared their view

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Is there future for the “new” Thomas Cook?
This viewpoint was created by
Max Starkov, Adjunct Professor NYU Tisch Center for Hospitality and Hospitality & Online Travel Tech Consultant
Peter O’Connor
Professor of Strategy at University of South Australia Business School

Given the scale and market presence of the existing global OTA duopoly, there are precious few contenders that would dare to challenge them.  

However Fosum, with its deep pockets, outstanding e-commerce experience and deep vertical integration into the travel sector, could be just the company to challenge the status-quo.  

By leveraging Thomas Cook's incredible brand recognition, and strategically positioning itself as meaningfully different to the existing online players, it has the potential to define its own space in the online marketplace.  

Note the time and the date - we could be witnessing the (re)birth of the third major online global travel brand.

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