Thomas Cook celebrated its 175th anniversary as a much stronger, reliant business than a year ago. The 2016 annual reporting suite aimed to emphasise the businesses renewed focus on the customer.


Our Challenge

The challenge for the 2016 reporting suite was to put the customer at the heart of the performance narrative. While the Group strategy remained consistent – focusing on own-brand hotels and resorts, holiday offerings and added-value services – the report needed to thread the new Thomas Cook ‘Customer Promises’ into the strategic report content.


Telling the story of how Thomas Cook creates great memories

The report centres on Thomas Cook’s three customer promises – quality, service and reliability. Peter Frankhauser, Chief Executive clearly sets out how these three promises are being embedded throughout the company and are key to the future strategic success of the business. 

The centrepiece of the online annual report is a short video, introduced by the CEO. It features real-life moments that exemplify the company’s commitment to its customers. From consistently asking for feedback, to finding and returning misplaced jewellery, to arranging a candlelit dinner, the video tells the story of how Thomas Cook helps to create great memories.

Both the print and online reports spell-out the progress being made against the Group’s four-point strategy, with case studies demonstrating how the promises are entwined in that success.


The final product

Both the printed and online reports provide a concise and coherent story of how Thomas Cook is doing and where it is heading. While the printed report provides the necessary detail for the investment community, the online report brings the customer experience to the fore.

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