Marketing Success Story - TUI Video Marketing

The objective of this project is to increase the sales of excursions in the last phase of the traveler's purchase cycle (the destination experience) through a strategy of sustainable and scalable content that allows generating greater engagement with the viewer.

TUI

TUI Group is today one of the largest companies in the tourism sector worldwide. Although in its origins it began as a company related to the industrial and transport sector, in 1997 it evolved into a business focused on services and leisure. Currently, it brings together 1,800 travel agencies, six airlines with more than 130 aircraft, more than 300 hotels with 210,000 beds, 13 cruise ships and a large number of receptive agencies in the main holiday destinations around the world.

TUI Group's business activity and products have diversified over the years of activity, but undoubtedly, one of the most notable products are the excursions that the group offers as an activity in the destination. These organized excursions allow the traveler to know the authenticity of the place they visit, the best places and the most characteristic traditions. A proposal specially designed to guarantee the comfort of the TUI clients, while satisfying their interest in the destination to which they travel. But how to transfer this information to your potential customers at the destination?

The Challenge

The traveler's journey of travel consumers does not end once the reservation of means of transport and accommodation has been made. And is that if something differentiate the shopping cycle in the tourism sector (dreaming, planning, booking, experiencing) of other sectors is in the various possibilities of cross-selling in the final stages of conversion. And this is especially important if the brands that manage the trips are agencies or tour operators such as TUI.

However, attracting potential clients in the last phases of the cycle and, mainly in the same destination (during the experiencing phase) when they are still receptive and open to new experiences is not easy. The great competition in the market of tourist activities and the large amount of information that exists in multiple online platforms about destinations involves working on marketing techniques to attract, retain and, fundamentally, generate the necessary engagement that motivates the purchase of new services.

Therefore, inspiring tourists with new experiences in the destination to increase the sales of excursions was a challenge for TUI, specifically for their sales developement who, to date, only had brochures with color images as the only support . They had to show the advantages and ease of hiring these activities based on unattractive content and that was not enough to convey the experience of the entire trip.