Thomas Cook India to boost customer base with multi-channel strategy – Tourism Breaking News

Thomas Cook India Limited (TCIL) is poised to expand its customer base by successfully targeting both online and offline channels, and capitalizing on its branch network, which is the core competency of the business and an important contributor to sales and profits, says GlobalData, a leading data and analytics company. GlobalData’s latest report, “Case Study: Thomas Cook (India) Limited (TCIL)”, reveals how TCIL is combining its online and offline channels to drive sales of travel and additional services.

Akshat Sharma, Travel and Tourism Analyst at GlobalData, comments: “GlobalData Q4 2021 Consumer Survey* reveals that 25% of Indian respondents said they have booked holidays through the online channel, while 5% have said he booked a holiday in store. As TCIL is well established online, it is able to accommodate this preference. With its network of over 160 stores, it is also well positioned to attract customers who prefer to book in person by visiting its physical stores. »

Sharma continues, “A key part of the company’s strategy is to use the online channel to complement its offline operations. For example, many of its customers book travel packages online and then the company invites them to visit its stores for additional value-added services such as forex, insurance and visa application assistance.

Customers are first engaged online by TCIL before being transferred to the company’s physical stores for these additional services. Those looking for a store to book their vacation can also take advantage of TCIL’s range of services all in one place. This multi-channel strategy should increase both Internet traffic and physical sales. Customers who have already interacted with TCIL will continue to do so, avoiding visits to multiple agents for different services.

Sharma concludes, “While the company is enjoying some success, it faces challenges including the lack of a marketing strategy to compete with MakeMyTrip, which impacts its brand recognition. TCIL needs to address this challenge and act quickly to ensure that it remains at the top of the Indian travel industry in the future.

Tanya J. Hill