Thomas Cook need to work fast and hard on lively, exiting and interactive social media and have a modern bright fun TV campaign but even with all this, it’s Thomas Cooks model that probably has to change to concentrate on seat only sales alongside a secondary package holiday part of the company, it’s not like they have to invent a bran new concept, all they have to do is follow the models of others out there.
Wasn't the concept of seat only flying a failure as tried by My travel (lite).
Thomson tried it with Thomsonfly and it didn't last. They only have a small amount of seat only flights now that compliment the holiday flying.
I think that part of the issue for the Airline, Are they a holiday carrier or a scheduled carrier? No-one really knows for sure. Granted Jet2 are both but they are a fairly new and original brand in comparison to the many different brands that have come to create TUI and Thomas Cook. They probably have lower historical overheads as well.
Some of their long haul routes to the USA, Are they holiday flights, Are they scheduled flights? Who is their target market? Would people think Thomas Cook when comparing the like of VS and BA?
They may have to submit to using other carriers on the shorter routes and reduce short haul flying, unless they can break new short haul holiday destinations to supplement mid haul flying.
Thomas Cook certainly need to evolve as a tour operator. TUI have and have become much more engaging with its customers. They were once the one that was behind everyone else, now they are pushing ahead of most.