Thomas Cook Airlines SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 8445

SWOT Analysis of Thomas Cook Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Thomas Cook Airlines

Parent Company

Thomas Cook Group





Tagline/ Slogan

Let’s go!


Specialization in providing family package holidays.

Thomas Cook Airlines STP


Leisure and holiday travelers.

Target Group

Families seeking to go on vacations during holidays, mostly Europe based


Value for money and great in-flight experience

Thomas Cook Airlines SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Thomas Cook Airlines :

1. Oldest travel company in the UK
2. Vertically integrated company operating in hotel and travel agency markets as well
3. Experienced business units

4. Customization and flexibility features are available for designing holiday packages as per needs of individuals

5. Nearly 100 destinations covered catering to nearly 7 million customers


1. Persisting long-term debt making it more susceptible to market fluctuations
2. Continued growth of competition means limited market share


1. Online booking for combined tour packages
2. Growing demand worldwide
3. Recent quarter earnings show positive financial turnaround possible with cost saving initiatives


1. Eurozone economic uncertainty
2. Lower profitability
3. Growing competition from low-cost carriers

Thomas Cook Airlines Competition


Below are the 3 main Thomas Cook Airlines competitors :

1. British Airways Limited
2. Virgin Atlantic
3. Titan Airways


The brandguide table above concludes the Thomas Cook Airlines SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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