Web revamp for Thomas Cook

Thomas Cook is preparing to further invest in its e-commerce strategy with the launch in the new year of a streamlined online booking process and product developments.

The move, designed to coincide with the peak January booking period, comes as the operator looks to intensify its challenge to the online agencies.

The company has already underlined its intention to aggressively compete in the online arena by almost doubling its web marketing budget next year. Head of online marketing Chris Meeke has been granted an 85% rise in funds as it aims to drive 20% of sales online.

Thomas Cook declined to reveal details of the new year revamp – only confirming there would be “enhancements” – but plans to improve the booking process will be a high priority.

Meeke has already said he wants to reduce the number of clicks from the home page through to booking.

More independent travel product is also expected to feature.

At a briefing at the ABTA convention in Marrakech, chief executive Manny Fontenla-Novoa said it Thomas Cook was preparing for a head-to-head challenge with online rivals.

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