Thomas Cook forms joint venture with Atirath Technologies for AI solutions in travel industry

Thomas Cook India Group has announced a joint venture with Atirath Technologies to develop artificial intelligence (AI) solutions for the travel industry. The new venture, named Indian Horizon Marketing Services Ltd., will focus on creating proprietary AI technologies, specifically targeting the travel sector in India. 

According to a regulatory filing, Indian Horizon Marketing Services is currently a wholly owned subsidiary of Thomas Cook. However, after the agreement is finalised, it will become a 50:50 joint venture between Thomas Cook India and Atirath Technologies. 

These solutions will leverage Generative AI (GenAI) to offer voice-enabled services that adapt and learn over time. These solutions will support multiple local languages, allowing Thomas Cook India to better serve customers across the country. 

The joint venture aims to improve the overall travel experience by offering personalised services at scale. Thomas Cook India expects the partnership to help the company reach more customers, improve local language support, reduce reliance on human resources, and streamline digital transactions. These AI tools will also assist travel agents, boost productivity, and introduce a new distribution model for the company. 

Madhavan Menon, Executive Chairman Thomas Cook India Group, said, “Our JV is aimed at creating potent growth and customer experience capabilities for the TCIL Group in the rapidly evolving space of AI solutions. This is a business imperative, given the need to scale volumes and productivity without a corresponding linear cost structure and is aligned with our Customer & Digital First strategy.”