3. Thomas Cook History
• 1845
– 500 passengers
– 12 miles
– 1 meeting
• This excursion inspired Thomas Cook to
venture into traveling and helping people
travel around the United Kingdom.
4. Thomas Cook
• He bargained with innkeepers around the
United Kingdom, and later on all of Europe, to
get good deals for his travelers.
• From the beginning, he would charge his
travelers appropriate prices, for example if he
offered a first class service, the travelers would
have to pay for first class.
5. Thomas Cook
• Today, Thomas Cook airlines employ over
15,000 people.
• The UK & Ireland portion of the Thomas Cook
Group is the second largest leisure travel
company in the United Kingdom.
6. The Crisis
• May 2013
• Flight 149
– Traveling from Cancun, Mexico to Manchester.
• Emergency landing in Bermuda with 338
people aboard the airplane.
• One of the longest flights Thomas Cook offers.
• No injuries.
• No fatalities.
8. The Aftermath
• Thomas Cook airlines seemed to cooperate
with the news media and gave them quotes.
• Quotes sounded similar to the article published
October 2012 when a similar situation
happened.
9. The Media
• The news sources seemed to be fairly kind
about the accident in Bermuda.
• Very one way communication.
10. The Stakeholders
• Through social media outlets, the
communication with Thomas Cook is very
one-way.
• This could help to improve their image for
people who have not been a customer of theirs
before.
11. Negative Opinions
• No press releases about these crises (or
potential crises).
• All posts and images on Facebook are positive
and one-way.
• Facebook group dedicated to hating Thomas
Cook airlines.
12. What Needs to Change
• Thomas Cook airlines need to listen to the
customers feedback and ask for it.
• Pay attention to the negative comments.
• Be as transparent as possible.
• More details should be released:
– Where did the airplane go?
– Did any of those customers return?
