The Fall of Thomas Cook: Lessons in Adaptability

This chapter examines the collapse of the iconic travel company Thomas Cook, emphasizing its struggle to keep pace with a digital-first travel landscape. It discusses the pitfalls of relying on outdated business models amidst rising competition and the logistical challenges of repatriating customers. The narrative also reflects on broader themes within the travel industry, including shifting consumer behaviors and the implications for other established companies amid evolving market dynamics.