Analysing where Thomas Cook, a once revered pioneer, is positioned and proposing a tech-first approach to complement their Strategic move into new pastures in an industry that is in the state of continuous disruption.

Shout out to Smaranda, Carolina, Omar, Angelica and Saul for collaborating on this project

• Business Overview
• Decision Making
• Technology Evaluation
• Strategy

Thomas Cook pioneered the package travel industry way back in 18th century. It was a company that was revelant for over one and half centuries. However, with the onset of new class of travellers, bleeding fast adoption of technology, Thomas Cook lost the edge to the rivals who were better in bracing these changes. Thomas Cook went bankrupt 2019, stranding thousands of travellers abroad. Now with the relaunch, with the golden heart logo still at its center, it needs to rebrand itself with a fresh approach and jump onboard the technological revolution.

“To ensure we are working at every step to limit the impact our business has on the environment while maximising the social and economic benefits travel can bring.”

Here's the presentation that showcases our approach for innovation strategy for Thomas Cook

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