Digitalisation: Taking advantage of opportunities in tourism

New digital business models and innovations are essential to the future sustainability of certain sectors, including tourism, an industry that contributes four percent of German GDP and safeguards three million jobs. TUI Group is leading the way – delivering benefits to customers and creating new jobs.

Digital opportunities

TUI is digital by default. The company’s digital strategy pursues the following aims:

  • Create sustainable jobs. TUI is creating many new non-tourism jobs in Europe for people like blockchain professionals, digital marketing experts and risk managers. Several hundred employees will be developing digital innovations at various locations.  
  • Enhance Europe’s strengths as a destination. Digital applications are central to success in new source markets such as China, Brazil and Malaysia. TUI has developed a platform without a physical sales structure to enable it to expand into new growth markets. As a result of the platform, the number of tourists visiting the EU has increased.
  • Offer an even better service. TUI offers customers bespoke services such as excursions and preferred hotel room options. Machine learning and artificial intelligence will help TUI to provide digital users with channel-specific offers. The “My TUI” app supplements the personal guest care service with seamless digital support throughout the holiday.
  • Improve efficiency. Blockchain is a buzzword that TUI isn’t just talking about, it has already adopted it. Blockchain makes the more efficient management of global bed capacities possible. This delivers added value to guests by increasing availability rates at their preferred hotels. IT experts are continuously testing new applications for blockchain. 

The German government’s promotion of the digital transformation with its AI Strategy is a welcome development in this respect. This transformation can only be successful if the political and business communities join forces to leverage the vast growth opportunities for Europe.


"Digitalisation is not an end in itself. It is a means of creating added value for our customers, our people and our business partners."

Elke Reichart, Chief Digital Officer at TUI Group, at the Berlin Corporate Office on 8 November 2018