The launch of Thomas Cook’s new tour operation and airline name was a triumph of froth over substance.
All the dancing, videos and clapping by Thomas Cook employees could not hide the fact that here was a new name – which most people feel is bizarre – and not much more than a lot of promises.
JMC should be congratulated for trying to improve holidays. But everyone is playing that game. If you gave me a penny for every time I’ve heard marketing departments drone on about customer focus and training during the last few years I’d have a few more quid in my pocket.
So it will be a huge challenge for JMC to stand head and shoulders above, for example, Thomson in providing a quality, mass-market product.
Remember that many of the things that clients complain about – overbooking, health and hygiene and flight delays – are often out of the tour operator’s control. Food poisoning in resort, for example, can happen to anyone, as the old Sunworld well knows.
JMC has set itself up massively by claiming it will make history and revolutionise the industry. Don’t knock JMC’s quest for quality now. Instead, give it a chance, but feel free to criticise if little has changed by this time next year.
Jeremy Skidmore – editor
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