Thomas Cook UK has pledged to invest in more retail staff training as the company repositions its tour operator brands under a ‘good, better, best’ proposition.
UK managing director Salman Syed said the group had already made “a big investment” by sending its 6,000 UK shop staff to Retail Connected training days covering product, sales, key messages and the peak sales campaign.
Syed, who plans to run the training days again next year, said staff feedback so far highlighted the need for regular, relevant training.
“We need to provide better tools – more specifically, better data – so our shop managers provide better direction [to staff],” he said.
“What has come out is the need for more relevant training and better reinforcement of what the sales processes should be for new people joining. We also need to be more relevant on a regional basis.
“There are a lot of small effective things that can have a big impact, like how offers are communicated to the shops.”
The news comes as Cook seeks to position its product more clearly with Airtours as the budget brand, with a refreshed logo;
Thomas Cook the mid-range brand; and Signature the top-end programme, incorporating Style product, with the Style brand axed.
Syed denied the decision to remove Cook’s sunny heart logo from Signature was a prelude to selling it. “This is not the case. You will see more of the Signature brand; this is a segment Cook wants to grow.”
Syed insisted he was committed to the company despite the sudden departure of group chief executive Harriet Green. “My heart, body and soul are all about Thomas Cook,” he said.