Thomas Cook Goes to “Go-To” Digital Gurus

Thomas Cook adds digital gurus from around the social/digital web to their advisory board. According to news from TravelMole, hiring marketing guru Remo Masala from Kuoni set the tone for TC’s ongoing upramp into digital.

Kathryn Parsons (@KathrynParsons at left), Jo Hickson (head of innovation at Home Retail Group @JoatHRG) and Nicola Millard (customer experience wizard – @DocNicola), are all experienced social players along with being gifted within their individual areas of expertise. With Masala boosting Thomas Cook’s online and offline capability, it’s clear the company is set to innovate it’s way forward.

TC, once a bit reluctant to adapt social media and digital tools, spreads their wings to fly customer experience wise at the appropriate time. In a coming age where “broadcasting” connectivity won’t due, digital experts like these mentioned will be worth their influence weight in gold.

As the Brandwatch social media monitoring graphic above shows, thought Thomas Cook gets a great many mentions aggregate, Twitter and Facebook makeup a proportionately small percentage over the last two months. Looking at the weight of negative sentiment too, and the aforementioned experts make sense all the more.