Thomas Cook’s group airline says it has “consolidated” its digital marketing team and centralised employees in two offices, one in a new Manchester city centre base and the other in Frankfurt.
The move cements Thomas Cook Airlines’ presence in Manchester, with the UK arm of Cook’s airline already based at Manchester airport.
Previously, the group airline’s digital operation – responsible for all customer-facing digital activity – was spread across multiple locations, with employees in London and Peterborough among other locations.
A Cook spokesperson told TTG existing employees had been offered flexibility in respect of roles relocated to Manchester, adding the airline had already taken on a number of new recruits.
A key focus for the newly centralised team will be continued development of thomascookairlines.com and condor.com – the two carriers’ respective seat-only businesses – and developing a “best-in-class” online customer experience.
The digital marketing team comprises 55 people in total, 25 of whom are based in Manchester focusing on marketing, product and analytics. Cook plans to grow the team with a further 20 hires.
Henry Sunley, Thomas Cook Airlines commercial director, sales UK and digital, said: “We have a huge amount of experience in the team from the travel industry and beyond. By bringing our digital expertise [together] in one place, we can further develop and support our group airline strategy and seat-only business.”
Sunley added the move would allow Cook to speed up development of its digital sales business, and increase collaboration across the group.
Previous digital product developments include Cook’s economy light fares, new luggage booking functionality, improving ancillary bookings and offering upgrades online.