As the largest tour operator in Europe, TUI brings millions of customers to their dream holidays each year. TUI is particularly popular among travellers for its package holidays.
To further tap into the potential of the accommodation booking market segment, TUI aims to specifically target individual travellers who exclusively book accommodations.
The goal was to develop a digital growth strategy that differentiates itself from strong competitors like Booking.com through a superior customer experience and sustainably increases bookings.
The challenge: Differentiation in a competitive market
In the market for accommodation bookings, platforms with a wide range of offerings and price pressure dominate. However, price and the number of products offer limited potential for differentiation. Therefore, TUI has specifically focused on the experience. According to Google, hotel bookings that prioritise the experience for their customers generate 22% more revenue than those that focus solely on price.
Holistic approach: Keeping the customer lifecycle in view
The strategy addressed the entire customer lifecycle – from acquiring new customers to retaining existing ones. The aim was not only to optimise the conversion rate but also to increase the customer lifetime value in the long term.
Evidence-based and collaborative development in three phases
The project followed our in-house design and consulting standard DIaaS® with three phases: analysis (insights from the market, competition & target groups), ideation (action areas & success factors) and concretisation (prototypes & implementation plans). The result: a clear, insight-driven roadmap with tangible initiatives.
Workshops with interdisciplinary teams ensured that the strategy was not imposed top-down but developed collaboratively. This increased acceptance and significantly accelerated the subsequent implementation.
In just 6 weeks to an evidence-based strategy
With our Design and Consulting Standard DIaaS® (Design Innovation as a Service), we connect collaborative working methods, strategic thinking, and user-centred design. This leads to customised solutions through a clear mission, the right experts, and openness to new approaches.
Market & Competitive Analysis
In-depth analysis of market trends and benchmarking against relevant competitors to identify potentials.
User Research & Customer Profiles
Conducting qualitative and quantitative analyses to develop well-founded target group profiles and relevant customer insights.
Customer Journey Mapping
Visualization and analysis of the entire user journey to identify pain points and optimisation potential along the booking process.
Strategy workshops & Co-Creation
Moderation of interdisciplinary workshops for the joint development of vision, action areas and strategic guidelines.
Strategic roadmap & areas of action
Development of a prioritised roadmap with concrete initiatives and clear responsibilities for rapid implementation.
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