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
Erik Muñozsupplier view
Chief Commercial Officer (CCO) at

The ability of the "new" Thomas Cook to trade as a purely online business will be improved by not having the added costs of travel retail agencies, maintaining its own airline and operating their own brand of hotels.  But will those former customers who booked in the comfort of their local Thomas Cook agency, with the familiar faces of expert travel agents be willing to book online via  I hope so, but it's no guarantee.  Having a strong offline travel brand doesn't mean they will transfer all of that goodwill (and traffic) to their new travel portal.  

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