Thomas Cook starts to see tablet/mobile bookings take off
Tour operator Thomas Cook has said that one-third of bookings made online from the UK and Netherlands are coming from tablets or mobile devices.
In its Q3s released today, it mentioned the beneficial impact of its OneWeb international platform which is now “embedded” into www.thomascook.com in the UK and Netherlands, with Belgium next on its “to do” list.
“Faster page load times, especially on mobile devices,” was highlighted as one of the recent upgrades to the platform, meaning that it is in a position to say that “one in three of our holidays sold online via OneWeb is now sold via a mobile or tablet device, up from around one in five last year.”
And with just over 40% of bookings coming through thomascook.com, one-in-three represents a significant chunk of revenues coming via mobile and tablet for Europe’s second biggest tour operator.
Other digital snippets in the results and presentation are that its digital companion app, launched in Northern Europe, has been downloaded 150,000 times.
It also mentioned that package holiday sales in the UK via the web were up 5% and that conversion rates were up 10%. This has been achieved despite a reduction in traffic to the website after it cut back on its search engine marketing spend.
On the call with UK-based equity analysts, CFO Michael Healy offered an explanation as to why Thomas Cook was falling way short of the target, set in 2012, for 50% of sales to come online – at the end of the June quarter it was at 39% for the year so far.
He said that the 50% figures was a “composite” across the entire business including its B2B brands such as hotels4u. Since then it has “discontinued” some of its digital B2B operations, hence the shortfall.
“The web targets really should be around thomascook.com, and we’ve increased that from 31% on 2012 to just over 40% today, ” he said.
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