As a pioneer of travel packages, Thomas Cook services more than 22 million clients across Europe and throughout the world. In France, they are the number one tourism and leisure network with 450 travel agencies and over 1000 partners. Thomas Cook and its subsidiary Jet Tours want to drive growth through an omnichannel strategy that allows clients to access to their wide range of products and services through online, phone and physical locations.
What challenges are they facing?
Thomas Cook’s objectives for 2017 is to develop their websites using innovative tools to improve customer satisfaction and highlight both the expertise of agents and the products sold within the network.
The three challenges to complete their vision of an omnichannel strategy:
- Optimize online search referencing and the visibility of its agencies in search results
- Send qualified leads and traffic to the agencies
- Improve the customer experience and customer satisfaction through personalized tracking from online search to the physical travel agency
“When we redesigned our jettours.com site, we wanted to have a multi-channel dimension as a key element of the site navigation system and to develop a symbiosis between the website and our physical sales channels.” said Hervé Witasse, Director of e-Commerce at Thomas Cook, “With the help of the BRIDGE team and six months of collaboration, we constructed our new online to offline platform for the Jet Tours site, which had been in decline.”
What results have they accomplished?
Through the integration of the BRIDGE solution, Thomas Cook has seen improvements in search engine indexing with a fivefold increase in audience and 43% of all traffic coming from Google organic search results. In addition to measuring growth in traffic, they are able to measure lead generation in real-time to understand how many qualified leads are generated for each agency through online quote forms and by phone.
Leads generated with the BRIDGE solution:
- Nearly 1,500 contact forms sent to its agencies
- Over 750 calls per day coming from online store locators
Awarded for their innovative strategy
In addition to the success of its omnichannel strategy, Thomas Cook was recognized with a Travel d’Or 2017 Award in the Web to Store category as a result of its work with BRIDGE.
Listen to Pauline Rouri, Chief Marketing Officer, explain how BRIDGE helped Thomas Cook win the Travel d'Or Award.
Read more about the Thomas Cook and BRIDGE partnership in the press release.