With more and more holiday providers appearing on the market each year competition in the travel industry is fierce. Customer experience and the ability to deliver and exceed expectations are vital to achieve loyalty, retention and stay ahead of competitors.

With insight from David Spickett, Head of Lean Capability at Thomas Cook who “came to the conclusion they were letting their customers down in a lot of places,” this article looks at the steps Thomas Cook took to combat negative customer experience, the lessons learnt and the results of completely transforming their business in 75 destinations across the world.