在过去的20年里，在线旅行社出现了，并且非常受欢迎。已经有很多公司在这些领域走在了前列，并建立了非常强大的市场地位。除了可以灵活地在任何地方进行预订外，这些旅行社还提供了巨大的预订节省。在线旅行社的工作主要是针对顾客的期望和他们的愿望。这有助于他们维护高服务质量，并降低了总体的不确定性程度。因此，重要的是要满足顾客的愿望和期望，以确保有高的服务。托马斯•库克成功的最重要因素包括一些社会和经济因素。旅游业受到顾客需求的严重影响。当旅游业对网上业务的增长有越来越大的需求时，Thomas Cook借助网上网站和公司不同的呼叫中心，扩大了通过网上渠道的整体分销。这有助于根据客户的行为完善系统的开发。没有必要一成不变地遵循固定的商业模式。除此之外，该公司还对其整体基础设施进行了一些更改。随着客户思维过程的变化，他们的预打包度假形式也发生了变化(Sauto, 2015)。公司做了一些改变，推出了一些新产品。这包括独立航班和方便顾客的酒店。
因此，从分析中可以发现，由于客户需求的变化以及市场的变化，商业模式无法在旅游行业中实施。也可以发现，公司也受到了技术、经济和社会变化的影响。可以确定的是，旅游业受到越来越多的影响是因为商业环境的变化，而不是遵循固定的商业模式。如果公司一直遵循固定的商业模式，那么它就不能满足当时的需求(Frey & George, 2010)。
In the last two decades, online travel agencies have emerged and are quite popular. There have been a large number of companies who have been pioneering in these fields and have established a very strong market position. Other than the flexibility to do the booking from any place, these travel agencies offer the huge savings in the booking. The online travel agencies mainly work on the expectations of the customers and their desires . This helps them in the maintenance of a high service quality and reduces the overall degree of uncertainty. Therefore, it is important that the customers desires and the expectations are required to be fulfilled in order ensure that there is high service. Some of the most important factors responsible for the success of Thomas cook include some of the social and economic drivers. The tourism industry has been badly impacted by the need for the customers. When there was a growing need for the growth of the online business for tourism, Thomas Cook widened its overall distribution through the online channel with the help of the online websites and the different call centres of the company. This helped in the development of the system which was perfect as per the behaviour of the customer. There was no need for following a fixed business model without any change. In addition to this, the company also did the number of changes in their overall infrastructure. With the change in the thought process of the customers, there had been a change in their pre-packaged vacations format (Sauto, 2015). The company made a change by making some of the new product offerings. This included the independent flights and the hotels for the convenience of the customers.
Thus, it can be said that though the company had earned a lot of success because of their long history of success and their business model, a large number of adjustments had been made in order to cope up with the different challenges of the industry and to live up to the changing expectations of the customers (Crouch & Ritchie, 1999). This was something that may not be possible with the help of the fixed business model.
Therefore, from the analysis, it can be found that business model cannot be implemented in the tourism industry because of the changing needs of the customer and also because of the change in the market. It can also be found that the company had also been impacted as a result of the technological, economical and the social changes. It is ascertain that the tourism industry is impacted more and more because of the change in the business environment rather than following a fixed business model. In case the company had been following a fixed business model, it could not live up to the time (Frey & George, 2010).