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Feedback Faceoff: Thomson v Thomas Cook v Cosmos

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Thomson v Thomas Cook v CosmosThe heat is on!  We got customers to use 3 competing travel sites and tell us what they think.  We found out what works, what doesn’t and which site rates best overall.  In this post we reveal people’s overall judgements of Thomson.co.uk, ThomasCook.com and Cosmos.com.  Which competitor will come out on top?  Why?  Find out now in this Feedback Faceoff.

How we ran this Feedback Faceoff™

Here’s a summary of participants we used:

Participant 1 Participant 2 Participant 3
Gender Male Female Female
Age 27 34 36
Country United Kingdom United Kingdom United Kingdom
Household income $40-100k $40-100k $40-100k
Web expertise Average Average Advanced

Requirements

  • You must have a family.
  • You must have booked a holiday online for your family in the past.
  • You must not have used any of the 3 sites in this study.

Participants performed the following tasks on each of the 3 sites:

  • What do you think of the homepage and overall design of this site?
  • Try to find a suitable holiday for your family on this site.

Then we asked them to compare and rate each site overall.  What you’re about to see is a snippet from the full Feedback Faceoff: the final part where we asked participants how the sites compare overall.  Head to the bottom of this post to get your hands on the full Feedback Faceoff report and videos.

Here’s what customers said:

Participant 1

Get the FULL Thomson v Thomas Cook v Cosmos Faceoff

This article is just a snippet of the full Feedback Faceoff between these 3 sites.  To get the full-length videos of customers using the 3 sites to book a holiday, plus our insights and recommendations report, download your copy below:

Customer Feedback Package

  • Full customer feedback videos (MP4)
  • Full insights and recommendations report (PDF)
  • Full of ways to get ahead and win customers!
£299 Early Bird Discount
Offer ends 12th March (1349 days left), normal price £349
Instant download, secure payment

Participant 2

Participant 3

Overall Ratings and Winner

After participants had used all 3 sites, we got them to rate their overall experiences on a scale of 0 – 10, and give reasons.  Here are the results:

Thomson Thomas Cook Cosmos
Participant 1 7 5 9
Participant 2 7 9 9.5
Participant 3 7 9 7
Overall 7 7.6 8.5

CosmosWinner: Cosmos!

Cosmos rated highest overall in this Feedback Faceoff, beating two big competitors to take the title.  Let’s summarise the key reasons why Cosmos won:

Firstly, it’s different by design.  Participants liked Cosmos’s quirky, fun and family-friendly look.  Some of them felt Thomson and Thomas Cook were too professional and corporate looking.

“Of the three sites, I prefer the Cosmos one.  It’s a little bit quirky, but it’s just clear.  It doesn’t feel cluttered.”

“[Thomas Cook] is very similar to the [Thomson] one, very similar.  It kind of feels like you’re on the same website to be fair.  Whereas the Cosmos one definitely doesn’t feel like you’re on the same website, just definitely prefer it.”

Secondly, it was very easy to find the family holidays section on Cosmos.  The link was displayed prominently in the main navigation area, immediately visible – not hidden away in a sub-menu or content area further down the page.

“[Cosmos] was much easier to find a family hotel that’s for sure.”

“I prefer Cosmos.  Cosmos has been my favourite, mainly because of the ease of use [finding a family holiday].  It’s very easy to use.  Just feels different to the other ones.  I much prefer this one.”

And last but definitely not least, the pictures were highly relevant and nice and big on Cosmos, even in search results.  Photos are critical to the booking decision, and Cosmos’s site did a top job of persuading through pictures.

So, nice victory Cosmos, see you in the next Captain Conversion Feedback Faceoff™

Get the FULL Thomson v Thomas Cook v Cosmos Faceoff

This article is just a snippet of the full Feedback Faceoff between these 3 sites.  To get the full-length videos of customers using the 3 sites to book a holiday, plus our insights and recommendations report, download your copy below:

Customer Feedback Package

  • Full customer feedback videos (MP4)
  • Full insights and recommendations report (PDF)
  • Full of ways to get ahead and win customers!
£299 Early Bird Discount
Offer ends 12th March (1349 days left), normal price £349
Instant download, secure payment

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