Pondering the digital opportunities for Thomas Cook, Mr Straw also talks about a future where the company might use technologies such as Google Glass, which embeds a screen, camera, microphone and other sensors into a pair of futuristic spectacles. Holidaymakers could then use such specs to record and share their Thomas Cook holidays, he says.

The 12-strong advisory team is trying to help the troubled holiday operator to develop its internet operations so it can compete against more nimble, internet-based rivals. Buying small, internet-savvy companies – and quickly – is one of the ways it might do this.

Related read: Thomas Cook’s genius idea on ensuring digital future: A committee