Thomas Cook India Deploys Hybrid Distribution Model

By BW Hotelier THOMAS COOK (India) Ltd., delivered on its aggressive expansion strategy 2015, with a strategic clicks and bricks model to penetrate Tier II & III source markets via its hybrid solution of technology assisted outlets. 33 new consumer centres were set up across the country, including- Amritsar, Ahmednagar, Bareily,- Nellore, Ranchi, Palarivattam, Ludhiana, Valachery, augmenting Thomas Cook’s pan-India distribution reach to 233 locations (including 23 airport counters), supported by a strong partner network of 116 franchise outlets (Gold Circle Partners) and 112 Preferred Sales Agents. Thomas Cook’s internal research has revealed the powerful potential of Middle India: A travel hungry consumer base with a clear need for a trust worthy brand to fulfil their travel aspirations. The Company’s research also reveals that while Indian travelers research online and may buy tickets online, when it comes to complex and expensive transactions like holidays, especially international, they prefer to have a human interface. The McKinsey report reiterates the size and exponential growth of Middle India: currently at 8.8 million households; expected to reach 43.6 million by 2025. Hence, in a strategic move to leverage this untapped market potential, Thomas Cook India’s innovation of leaner, more efficient, technology-assisted outlets was deployed. Thomas Cook’s hybrid technology assisted outlets offer a 3 pronged consumer benefit: 1) Door-step access to a range of holidays and travel related products-services (like foreign exchange, visas, insurance) 2) The reassurance and comfort of a human interface via Thomas Cook’s travel experts 3) Smart technology, ensuring real time access to available inventory coupled with online bookings; equally CRM benefits of seamless customer data for transactions; also tablet apps in key outlets- with critical content like destination info, tour options, day-wise itineraries, visa assistance, etc. Commenting on the strategic expansion, Madhavan Menon, Managing Director, Thomas Cook (India) Ltd., (see photo) said, ’At Thomas Cook India, we foresee significant growth emerging from Middle India and hence were quick to transition to online and online-assisted selling via our focused hybrid omni-channel ’brick and click’ model. Our technology assisted outlets will operate via tablets and mobile apps that enable transactions across the Thomas Cook range of products and services, including domestic and international holidays, flights, hotels, insurance and foreign exchange.’ ’Middle India will continue to be a powerhouse in our success story and our extensive network now offering travel hungry customers enhanced access, convenience and the reassurance of human touch via our Thomas Cook experts, is timed perfectly for our Summer 2016 launch,’ he added.