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The encyclopedia · Strategy & Leadership · Strategic decision · 2019

Thomas Cook collapsed overnight, and the state had to fly its customers home

In September 2019 Thomas Cook, 178 years old, went into liquidation owing about £1.7 billion. The UK then flew its customers home.

Thomas Cook · 2019-09-23

What happened

Thomas Cook, founded in 1841, was the world's oldest travel company — the firm that invented the package holiday. By 2019 it was a sprawling, debt-laden business, weighed down by about £1.7 billion of debt, a heavy burden of high-street travel shops, and years of weak profits in a tough, competitive industry disrupted by online booking.

The company had been struggling for years, and in 2019 it was running out of cash. It negotiated a rescue deal with its Chinese shareholder Fosun and its banks, but needed an extra £200 million to see it through the winter. When last-ditch talks to find that money failed, Thomas Cook ran out of options.

Thomas Cook stopped trading at about 2am on 23 September 2019 and went into compulsory liquidation, 22,000 jobs going with it. Roughly 600,000 customers were travelling worldwide; the part the British state had to solve was the 150,000-plus UK holidaymakers booked to fly home over the following fortnight. The Civil Aviation Authority chartered 150 aircraft from 50 partners and brought about 140,000 of them back — the largest peacetime repatriation in British history, and about twice the size of the Monarch operation it was modelled on.

Why it happened

  • Thomas Cook was weighed down by about £1.7 billion of debt and a heavy burden of high-street travel shops in an era of online booking.
  • The package-holiday market it pioneered had been disrupted by online travel agencies and budget airlines, and profits were weak for years.
  • The company failed to adapt its high-street, high-cost model fast enough to the shift to online booking.
  • When last-ditch talks to find an extra £200 million failed, the debt-laden company ran out of cash and collapsed overnight.
What it cost£1.7bn debt; 22,000 jobs; a state airliftcatastrophic

The lesson

A historic brand is no protection against a market that has moved on. Thomas Cook invented the package holiday, then carried its high-street, high-debt model into the internet era.

Aftermath

Thomas Cook's collapse was one of the largest corporate failures in UK history, stranding 600,000 holidaymakers (triggering the largest peacetime repatriation in UK history) and costing 22,000 jobs. The brand was later revived as an online-only operation, but the 178-year-old company was gone. The lesson is durable: a pioneering legacy and a famous brand are no substitute for adapting to a changing market, and a business model built for a previous era, financed with debt it can't service, will collapse when the market it was built for disappears.

Sources

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    Somewhere, someone solved the problem this company failed at. 2nd Opinion →