Thomas Cook is committed to making travel as seamless and stress-free as possible. To help customers stay connected abroad, the online travel agent partnered with Airalo to offer eSIM vouchers — an easy and affordable alternative to roaming fees.
In this case study, we'll explore how one traveler's personal discovery of Airalo's eSIMs sparked the idea for a strategic partnership aimed at enhancing the customer experience for many more.
Thomas Cook is a premier online travel agent (OTA) offering curated holiday packages, city breaks, and long-haul escapes to destinations worldwide. Whether it's a sun-soaked retreat in Spain, a cultural escape to Greece, or an adventure in the Caribbean, Thomas Cook provides a seamless booking experience that bundles flights, hotels, and extras in one place.
Ryan Cotton, Thomas Cook's Marketing Director, sums it up:
We provide a service that allows customers the convenience of choosing a holiday, tailoring it towards their needs, and then also providing some great customer service on top of that package.
Thomas Cook's partnership with Airalo began with a firsthand experience. While on a family holiday in Thailand and Singapore, Ryan Cotton needed a convenient and affordable way to stay connected. His family discovered Airalo eSIMs and found them easy to install and use during their trip.
Seeing the potential benefits for Thomas Cook's customers, Ryan reached out to Airalo to explore a collaboration. He shares:
I actually approached Airalo directly following my own experience, and that was really just because it was so easy to use Airalo's services through the app. It was just very convenient, and I could see it being really good for our customers as well. So, based on my own great personal experience, I approached Airalo to see if they were interested in working with us, and that's how the partnership started.
For many travelers, staying connected abroad can be a hassle. High roaming fees, unreliable Wi-Fi, and the inconvenience of purchasing a local SIM card can take away from an otherwise stress-free holiday.
Ryan shares, "After our trip, I knew Airalo was the right choice. It was easy, it worked, and I wanted to offer that same convenience to our customers."
Thomas Cook partnered with Airalo to integrate eSIM vouchers into the post-booking experience. Within a week of launching, they had automated voucher distribution, allowing customers to receive a free eSIM immediately after booking their trip.
This partnership provided Thomas Cook travelers with a seamless and cost-effective way to stay connected, improving their overall experience and adding an extra incentive to book.
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When evaluating an eSIM provider, Thomas Cook had three key priorities:
Beyond the product itself, Airalo's dedicated support team ensured smooth implementation and ongoing assistance: "Our key contact has made sure we don't have to worry about the Airalo end. We simply request the stock we need, and the process is seamless."
While direct attribution of sales to the eSIM vouchers was challenging in this case, conversion trends indicate a positive correlation between Airalo's introduction and increased bookings.
When asked if Thomas Cook would recommend Airalo Partners to other businesses, Ryan jokes: "If they're competitors — don't do it! But seriously, I'd recommend Airalo to anyone. The implementation was easy, the support is great, and it adds real value to our customers."
For Thomas Cook, this partnership is just the beginning. As digital solutions become more integral to the travel experience, seamless connectivity is no longer a luxury — it's an expectation. And, in a competitive market, going the extra mile to enhance value can help differentiate yourself from the competition.
The success of this collaboration highlights the growing demand for innovative, hassle-free travel solutions that enhance the customer journey.
