TUI outlines digital strategy, expansion plans

TUI CEO Fritz Joussen has presented the “TUI 2022” future programme, focused on digitalisation and growth in new markets. Its target is to generate additional turnover worth one billion euros and reach out to one million new customers within the next five years.

TUI does not only seek to expand its core hotels and cruise business in its traditional markets and businesses. The Group aims to generate growth in particular by tapping new source markets. Many of these markets, such as Spain, Portugal, Brazil and China, are already part of TUI’s holiday destinations portfolio.

The new future-oriented programme “TUI 2022” now aims to consistently expand these destinations as source markets, too. This will primarily be achieved on the basis of a digital, standardised, globally scalable software architecture as well as global expansion of the strong TUI master brand.

”TUI is becoming more digital, TUI is becoming even more international”, said Joussen in summarising the goals. “Markets such as Asia and South America are regions with rapidly growing middle classes, who are gaining new opportunities to travel and discover the world thanks to growing prosperity. We are aiming to push expansion of our brand ahead in these markets.”