Great expectations? Start with the basics

Great expectations? Start with the basics

There’s been lots of talk recently from the marketing departments at the big companies about how holidays are going to change in the nextcentury.

Everything is to going to be customer-driven with, of course, the major operators providing their clients with exactly what they need at a very affordable price.

But strip away the waffle and I’ve yet to hear anything new apart from Thomson’s plan to sell people lots of add-ons to their basic package and provide some excursions in resort that are actually fun and interesting.

The hype over holidays in the next century comes as Thomas Cook prepares to rebrand its tour operation and airline and present itself as the company for the newmillennium.

As well as a new look, a public relations company working on behalf of Thomas Cook claims it “will change the way the travel industry works”.

It’s unlikely that anyone could live up to that claim, but let’s hope Thomas Cook does something to update the experience in resort. Reps’ meetings where holidaymakers are given the hard sell on trips are out of date and hardly customer driven.

How about Thomas Cook kiosks in resort?There, any clients – not just Thomas Cook’s – could change currency, book trips or get advice from a name they trust.

Jeremy Skidmore – editor


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