Cook reputation remains ‘intact’ despite torrid times

Cook reputation remains ‘intact’ despite torrid times

Thomas Cook has emerged from 18 months of poor financial results and restructuring with its consumer reputation intact, research suggests.

A survey conducted for Travel Weekly indicates that more than two out of five UK adults (42%) expect to interact with Thomas Cook this year regardless of whether they have an overseas holiday.

Explore Research asked 500 adults how likely they are “to engage in some way” with the company by searching online, visiting a shop, checking a brochure or making a call, whether or not they book. It found 9% “definitely” would and 33% were “likely” to (including 14% “very likely” to).

Two-thirds of respondents said they were aware of Cook’s financial problems, yet half reported no change in how they viewed the company and 15% were more likely to book with Cook than a year ago.

Younger adults appeared most likely to engage with Cook, 48% saying they would do or be likely to.

Explore also asked consumers how they view Thomas Cook – as a travel agency, tour operator or travel company, or retailer of holidays or package holidays?

It found 29% regard Cook as an agency first and 16% as a travel company, with 24% thinking of holidays and 18% of package holidays. Just 8% consider Cook a tour operator and 1% an airline.

A separate survey by PR Week/OnePoll, published last week, suggested Cook retains the best consumer reputation among UK agencies. Cook polled top with 23% against 10% for Thomson and 5% for First Choice, with Virgin Holidays on 16%. Explore surveyed 500 UK adults online in March.


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