TUI
Digital growth strategy drives greater visibility, higher conversion, and stronger direct sales.
Strategic positioning:
Targeted market positioning in the growth segment "accommodation only", focused on a holistic experience.
Time-to-market optimisation:
A prioritised roadmap and clear fields of action accelerate strategy delivery and market entry.
Organisational buy-in:
Collaborative development strengthens internal acceptance and increases the delivery capability of cross-functional teams.
As Europe's largest tour operator, TUI takes millions of customers on their dream holiday every year — with all-inclusive package holidays particularly popular.
Now TUI also wants to establish itself as a relevant provider for accommodation-only bookings and appeal specifically to independent travellers. The goal was a digital growth strategy that stands apart from strong competitors such as Booking.com through an outstanding customer experience and increases bookings in the long term.
The challenge: differentiation in a fiercely contested market
The accommodation booking market is dominated by platforms with vast choice and attractive prices. But price and product count offer only limited potential for differentiation. TUI therefore focused deliberately on the experience. According to Google, hotel bookings that put the customer experience front and centre generate 22% more revenue than those that focus on price alone.
A holistic approach: 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 customer lifetime value over the long term.
![Two simplified views of the mobile TUI app focusing on the "Dalmatian Coast" region. On the left, a detail of a sea inlet. In the foreground the title "Infinite Expanses in Croatia", below it "Best in Spring, and Autumn". Beneath are 4 clickable filter components: "€€€", "Island hopping", "National parks", "Art tours". On the right, the interface titled "Dalmatian Coast" with a calendar for choosing dates. One property is shown with an image of a modern hotel room, a rating and a price from [sum] per person per night. Categories such as "Adults only", "Wellness" and "Sustainable" are marked as tags.](/assets/img/r/Girx5fnQWxpV94UxUAi2J4MqNqI-805.webp)
Evidence-based, collaborative development in three phases
The project followed our own design and consulting standard DIaaS® in three phases: analysis (insights from market, competition & audiences), ideation (fields of action & success factors) and specification (prototypes & implementation plans). The result: a clear, insight-driven roadmap with tangible initiatives.
Workshops with interdisciplinary teams ensured the strategy was not imposed top-down but developed together. That increased acceptance and considerably accelerated the subsequent delivery.
An evidence-based strategy in just 6 weeks
With our Design and Consulting Standard DIaaS® (Design Innovation as a Service) we combine collaborative ways of working, strategic thinking and user-centred design. A clear mission, the right experts and openness to new approaches produce tailor-made solutions.
Market & competitor analysis
In-depth analysis of market trends and benchmarking against relevant competitors to identify potential.
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.
Let's move your project forward together!
We look forward to your challenge.
