Thomas Cook goes on-ground as Holidaywallas

By Rohit Nautiyal , afaqs!, New Delhi | In Advertising | January 07, 2010
The travel company is all set to roll out a 34-city travel sale road show

Thomas Cook India, an integrated travel and travel-related financial services company, will kick start its third consecutive Holiday Summer Sale this week, by organising a three-month-long travel road show, covering 34 cities across the country. The road show will begin from Cochin on January 9, go to other destinations in the South, West and East, and culminate in the North by March-end.

The road show will target people in the age group of 25-65 years, belonging to SEC A and A+ in tier II and tier III cities.

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As part of the on-ground activation, on weekends, several partners in the road show -- including airlines, state and foreign tourism boards, cruise and rail companies -- would have their enclosures set up in selected venues, where potential tourists could seek information relating to their aspired holiday destinations. Guests attending the road show can avail discounts at the venue as well. The company will offer packages for 60 countries.

Most of Thomas Cook's travel experts are stationed at the Mumbai office of the company; but with this road show, prospective customers all across the country will be able to get expert advice face-to-face.

Holiday Summer Sale was started in 2008 and covered 20 cities then. In the next year, Thomas Cook claimed to cover 30 cities with 20,000 registrations and a conversion rate of 25 per cent. This year, key destinations such as Pune, Hyderabad, Mumbai, Goa, Gurgaon, NOIDA, Kanpur, Guwahati, Bhopal and Trivandrum will be covered.

Discussing some aspects of the travel business, Vishal Suri, COO - Leisure Outbound, Thomas Cook India, tells afaqs! "For summer vacations, the buying season begins from January. Also, summer vacations are preferred, because an entire family can comfortably come together for a holiday. Since travel is a high involvement category, on-ground activations provide clear customer interface."

The road show will be backed by TV, print, radio and internet.

Talking about some popular destinations amongst Indians, Suri shares that while Europe tops the list in international destinations, followed by UK and Canada; in India, hill stations such as Jammu and Kashmir and Himachal Pradesh are preferred summer destinations.

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