Multi-media push for Thomas Cook

Thomas Cook is claiming travel will increasingly be sold using multi-media and entertainment concepts in the future.

According to Thomas Cook UK director of e-commerce Russell Gould consumers increasingly want the experience to be brought alive and be entertained with videos, reviews and other rich media concepts as they shop for travel.

“The way we sell travel will move more towards an entertainment experience. I believe it’s going to be huge in travel,” Gould said.

Thomas Cook has recently integrated its Thomas Cook TV channel into the website providing consumers with up to 18,000 hours of destination, resort, hotel and cruise footage.

The content can be accessed via a tab on the homepage and a different two-minute slot video will headline the television page every week in line with what is being promoted on the TV channel.

In addition, Thomas Cook is filming more footage such as video reviews from consumers and resort reps.

Gould said: “We want to use the TV concept across the entire user journey. We plan to take it further and build two minute travel guides.”

He added that the plan was to integrate video into all of its online search results going forward.

The operator is also in talks over ways to share its content with third parties such as YouTube.

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