What is Sales and Marketing Strategy of TUI Company?

TUI's digital sales channels accounted for approximately 67% of all volume in 2024, underscoring a decisive pivot away from third-party reliance. This direct-to-consumer platform is central to the TUI sales and marketing strategy, enabling higher-margin cross-selling and personalized customer engagement.

Complementing its digital push, TUI operates one of the largest physical retail networks in European travel. With over 600 owned agencies and thousands of partners, these locations are crucial for complex bookings and serving less digitally-adept customers, supporting the TUI customer acquisition strategy.

A key element of the TUI business strategy is its exclusive long-standing partnership with REWE. Placing TUI shops within these German supermarkets captures valuable foot traffic and expands the brand's physical presence seamlessly, a tactic detailed further in our analysis of the Revenue Streams & Business Model of TUI.

All sales channels are fully integrated, allowing customers to research online and book in-store, or vice versa. Every channel accesses the same real-time inventory and customer data, a hallmark of a sophisticated omnichannel sales approach that is fundamental to the integrated tourism business model.

TUI's unique selling proposition is its ownership of airlines, hotels, and ships. This integrated model is central to its brand strategy, communicated as an unrivaled guarantee of seamless coordination. It provides a tangible competitive advantage against asset-light online travel agents.

A consistent visual identity using vibrant blues and yellows evokes sun, sea, and sky across all touchpoints. The tone of voice is expertly crafted to be both approachable and trustworthy, a key component of its TUI marketing approach that fosters immense brand equity.

While targeting a broad audience, TUI's business strategy places a strategic emphasis on higher-value family and couple segments. This focused market segmentation allows for more effective customer acquisition and personalized destination experiences.

The 'Better Holidays, Better World' initiative is a critical and growing pillar of its positioning. This commitment to sustainable tourism marketing directly appeals to the rapidly expanding segment of environmentally-conscious travelers, enhancing its overall value proposition.

Launched in Q4 2024, this campaign humorously contrasted the seamless TUI experience with the hassles of self-assembled travel. It achieved a 22% uplift in brand search volume and an 8% year-on-year increase in direct website bookings.

This 2023 German campaign used relatable humor to re-engage the domestic market, generating over 150 million impressions. It was pivotal for post-pandemic recovery and significantly boosted app downloads and engagement.

The 2025 partnership with European influencers authentically highlighted TUI's sustainable tourism projects. This targeted effort led to a 17% increase in bookings for greener holiday options among a younger demographic.

These key campaigns highlight TUI's strategic evolution from purely promotional messaging to building deep emotional connections. This approach validates the superiority of its integrated model, a concept explored in the Brief History of TUI.