Case Study: Thomas Cook achieves a digital-first launch and rapid 1,000+‑page migration with Magnolia CMS

Thomas Cook launches digital-first travel business with Magnolia

Thomas Cook, a UK online travel brand relaunched in 2020, needed a digital-first CMS to support package holidays, city breaks and hotels while managing a mountain of legacy content. With over 1,000 pre-written pages, a small internal team and a tight five-month timeline to launch a fully transactional site, the company required a fast, cost‑efficient solution that would upload and repurpose content without heavy rewriting.

Thomas Cook chose Magnolia’s cloud-based CMS and a centralized content app to ingest and template its legacy pages, use connectors and APIs for dynamic offers and updates, and enable cross-channel reuse. The site went live within six months, migrating 1,000+ pages, attracting over 120,000 visitors on launch day, and making 90% of content available via the content app — positioning the brand for future mobile, personalization and marketing growth.

Thomas Cook

Ryan Cotton

Head of Marketing