Thomas Cook Essay

In this paper I shall review the website of Thomas Cook, the travel agency based in Europe and offering holidays throughout the world. I plan to detail the four posed questions; URL, ‘above the fold’, anchor texts and conversion opportunities, before summarising with my own thoughts on the sites effectiveness to me, as an average consumer. Thomas Cook is part of a larger holiday company, offering a range of different holidays (sun, city, adventure cruise), but I shall concern myself the Thomas Cook element, its URL is www.thomascook.com. It is a simple and easy to remember address, that leaves you in no doubt about what or where you are going when you navigate to them. It is always a good idea from a branding point of view to utilise your name as you web address as it leads the consumer to associate your name with the activity they are planning. Just as …show more content…
It is often the place where the most important offering is presented. In this instance the area above the fold is populated with information about the latest holiday offerings, the on going sale and a section that invites you to input your requirements. There is also a toolbar offering quick links to the various pages within the website, as well as a signup option and link to live help with a holiday specialist. It is an excellent example of inbound marketing as it draws you in, asking for a little information to best tailor a holiday to suit you, it is a suggestion not a demand, and engages you in the process early on. Your curiosity kicks in and you want to know what your options are. Idealistic visuals offer you a glimpse of the holiday you might enjoy, or better yet dream of. It is all sunshine and blue skies, appealing to your view of what a holiday should