For a business that thrives on first-party data, the potential aftermath of GDPR will undoubtedly have sent a few shivers up the spines of Thomas Cook’s marketers.

From email addresses and card details, to home addresses and information about families, the travel company has data from more than 20 million people who it sends on holiday every year.

But more valuable than that are the 175 million people that use Thomas Cook as a benchmark for cost each year.

While these “travel intenders” don’t leave their name or email address, the seemingly trivial information they give about where they want to go to and from, and for how long, allows Thomas Cook to power “significant volumes” of partnerships for the 3,000 hotels and tourist boards it works with to help them get more bookings.

“We use data for own site and more widely across the web through programmatic,…