Stronger Thomas Cook online presence could counter Expedia, says expert

Stronger Thomas Cook online presence could counter Expedia, says expert

A stronger online presence for Thomas Cook would be a “counterweight” to the likes of Expedia, said a restructuring expert, as boss Harriet Green revealed the travel giant’s strategy for the future.

Thomas Cook has unveiled its long-awaited plans for the business, involving selling non-core assets to raise up to £150 million, and said its new growth strategy focused on elements such as web innovation and an “integrated IT platform”.

Commenting on the news, Graeme Smith, partner at advisory and restructuring firm Zolfo Cooper, said: “A stronger online Thomas Cook will be a counterweight to the online travel agents (OTAs) such as Expedia and

“More competition may help hotels by driving down OTA booking fees, which have been able to grow to up to 30% of the room rate, but this could take time.

“Rather than wait for this, hoteliers need to take greater control of their room sales by growing direct bookings and teaming up with companies and tour operators directly.”

Thomas Cook said the non-core disposal programme is underway with the opportunity to realise gross proceeds of £100 million to £150 million.

Smith said: “The refinancing deal is good news for Thomas Cook. Due to its scale, brand and underlying profitability, the travel company will have been able to consider a wide range of financing options.

“The restructuring process will have considered all of these and the current structure would appear to demonstrate the support of the company’s financiers in the company’s business plan.”

Smith continued:  “Thomas Cook’s retreat from the high street is sad but not unexpected given the dominance of the internet now in the mainstream travel market. Other areas of the travel sector are growing – particularly those aimed at over 50s, students and specialist niche experiences.

“Firms associated with these areas such as Saga, STA Travel and Trailfinders have the potential to expand their high street presence but do not have the scale to fill the Thomas Cook-shaped hole.”


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