TUI is strong brand. This “Case for Change” is not about saving the brand, it’s rather a strategy to outline future challenges & opportunities and to open a windows into emerging revenue potential – Youth and Students Travel markets.
Based on previous industry performance and global developments in travel and tourism, a conservative estimate predicts that the youth and student travel market will reach 300 million arrivals by 2020 and represent US$320 billion in market value. The travel industry has changed dramatically and market leaders need to transform to remain relevant, providing a new value to digital natives that independently organise their travel with spontaneity, flexibility and freedom.
By combing digital technologies and emerging markets, a brand such TUI would be able to create new market spaces and unlock great business opportunities.
Digital innovations help brands to reconsider their product development strategies and allow them to deliver a long-term great user experience. This piece of work is part of my Digital Media Management program at Hyper Island, Manchester, UK.
Please feel free to get in touch if you have any questions.