That might be slightly different in Europe. Remember, that nearly every country speaks a different language. The traditional holiday package contains a guide local to the country of origin. That is more difficult to replace by an algorithm during booking. You still need a planeload of people meet the suitable guide at the same destination.

(Myself I speak 5 languages and can read 6-8 more to some degree, so I am not their customer. But there are huge groups that speak no foreign language at all. I might unscientifically guess, that Britain, the home country of Thomas Cook is over average in this category. Although Brits are at advantage in the destination, because at least younger locals are likely to speak English.)