Thomas Cook SWOT Analysis, Competitors & USP

Posted in Tourism and Hospitality, Total Reads: 10835

SWOT analysis of Thomas Cook analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Thomas Cook SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Thomas Cook to benchmark its business & performance as compared to the competitors and industry. Thomas Cook is one of the leading brands in the tourism and hospitality sector. The table below also lists the top Thomas Cook competitors and elaborates Thomas Cook market segmentation, target group, positioning & Unique Selling Proposition (USP).

Thomas Cook SWOT, Competitors, Marketing STP & Brand analysis Table
Thomas Cook Brand Analysis
Parent Company

Thomas Cook Group plc


Travel Agency


Tourism and Hospitality

Tagline/ Slogan

Let’s Go


One stop solution for all travel issues

Thomas Cook STP

Frequent Travelers

Target Group

People from 18years to late sixties looking to travel places


All inclusive holidays

Thomas Cook SWOT Analysis

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

1. One of the largest travel company in Europe and UK
2. Provides affordable and accessible holidays to people 
3. Global presence with services like Package holidays, flights, hotels, resorts etc
4. Increased Brand presence worldwide due to association with last Olympics

5. Close to 20,000+ employees with the company

6. Strong brand presence due to TVCs, online and print ads, and OOH hoardings

7. Sponsorship of many events and sports teams has increased the brand presence


Here are the weaknesses in the Thomas Cook SWOT Analysis:

1. Allegedly refused to pay statutory EU compensation to customers
2.Intense competition means limited brand presence


Following are the Opportunities in Thomas Cook SWOT Analysis:

1. To become the largest travel company in Europe and UK
2.To boost their share prices by expanding business 
3.To digitalize there operations for better penetration


The threats in the SWOT Analysis of Thomas Cook are as mentioned:

1. Uncertainty in the airline sector
2.Price wars can reduce market share 
3.Increase in liabilities due to unpaid compensations

Thomas Cook Competition

Below are the top 4 Thomas Cook competitors:

1. Emirates
2.Tui travel

4. Cox and Kings

The brandguide table above concludes the Thomas Cook 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. Browse marketing analysis of more brands and companies similar to Thomas Cook. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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