Thomas Cook SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: September 25, 2021

SWOT analysis of Thomas Cook analyses the brand by 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. Thomas Cook is one of the leading brands in the tourism and hospitality sector.

The table below lists the Thomas Cook SWOT (Strengths, Weaknesses, Opportunities, Threats), top Thomas Cook competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Thomas Cook SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Thomas Cook Brand Analysis
Parent Company

Fosun International


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

SWOT Analysis of Thomas Cook
Thomas Cook Strengths

Below are the Strengths in the SWOT Analysis of Thomas Cook:

1. Thomas Cook is one of the largest travel company in Europe and UK

2. Thomas Cook provides affordable and accessible holidays to people across various global destinations

3. The brand has a global presence with services like Package holidays, flights, hotels, resorts etc.

4. The company has an increased brand presence worldwide due to association with events 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

8. Chinese company Fosun International backed the brand and revived its operations

Thomas Cook Weaknesses

Here are the weaknesses in the Thomas Cook SWOT Analysis:

1. Bankruptcy affected the business operations of the company

2. Intense competition means limited brand growth for Thomas Cook

Thomas Cook Opportunities

Following are the Opportunities in Thomas Cook SWOT Analysis:

1. The company can aim to become the largest travel company in Europe and UK

2. Thomas Cook can leverage its prominent brand name to increase its business globally 

3. The company can aim to digitalize there operations for better penetration

Thomas Cook Threats

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

1. Uncertainty in the tourism & hospitality sector can affect the business operations of Thomas Cook

2. Price wars can reduce market share and lower the margins for the company

3. Increase in liabilities due to unpaid compensations can affect business operations

Thomas Cook Competition
Thomas Cook Competitors

Below are the top 4 competitors of Thomas Cook:

1. Cox and Kings

2. Expedia

3. Tripadvisor

4. Airbnb

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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