TUI Personalisation talk by Michael Bowler

1. Personalisation at TUI
Michael Bowler
Head of Customer Engagement

2. 2
Who are TUI?
TUI GROUP | Department | Name | Date
More than 30 million customers
from 31 source markets travelling
to 180 destinations
77,000 colleagues
in 130 countries 136 aircraft
13 cruise ships
About 1,800 retail
shops in Europe
Revenues of
€18.7 billion
A FTSE 100
business

3. 3
Personalisation is Architected into our Brand
Promise

4. 4 TUI GROUP | Department | Name | Date
We think of personalisation can be thought
of as a three step process:-
Capturing data on customers at every
touch point; populating and maintaining it
in a single customer view.
Using technology to be able to leverage
our customer data at scale, to make
decisions on the most relevant sales or
service message to present each customer
Delivering those decisions to customers,
and being consistent, across any digital
platform or physical interaction
Step 1
Step 2
Step 3
What is Personalisation to TUI

5. 5 TUI GROUP | Department | Name | Date
Travel Customers have an Appetite for
Personalisation
• Personalised customer experiences have not yet permeated integrated travel or OTAs to the
same extent as in the wider B2C retail environment.
• Travel has had a strong focus on simplifying complicated booking journeys.
• We are in a strong position to gain a competitive advantage by personalising the
entire customer journey – and our customers are asking us to do it

6. 6 TUI GROUP | Department | Name | Date
6
Sales
Efficiency&
service
To help customers find the right holiday for them, quickly and easily, by understanding their
evolving needs and preferences
Underpinned by new capabilities
We are Creating a Personalised Customer Experience
To help our staff make customers feel special through knowing who they are, what they like
and how they choose to interact with us
Holiday Sale Ancillary Sale
Personalised
Offers and Content
Loyalty &
customer value
management
Feedback capture
and use
How and when to
communicate

7. 7 TUI GROUP | Department | Name | DateTUI GROUP | Department | Name | Date
Luxury holidays designed to fuel the senses
We Started by Creating Products Tailored to
Customers Holiday Needs
Stylish holidays, designed for couples

8. 8 TUI GROUP | Department | Name | Date
Real Time Product Recommendations

9. 9 TUI GROUP | Department | Name | Date
Real Time Behavioural Targeting
Customer Searches for
Winter
Customer Looks at
Couples Hotels
Default Content

10. 10
Individually Tailored ECRM
• Targeting based on web behaviours
• Personalised based upon previous
holidays and direct feedback
• Personalised based upon customer
segment.

11. 11 TUI GROUP | Department | Name | Date
Celebrating Your Booking
Making the most of our retail estate and high street to
personalise our in-store experience

12. 12 TUI GROUP | Department | Name | Date
Passing the Baton
Bringing our digital ways
or working to our front
line staff.

13. 13
TUI Digital Assistant
TUI GROUP | Department | Name | Date
We now have a consistent vehicle to
communicate directly with our
customers throughout their holiday
journey.

14. 14 TUI GROUP | Department | Name | Date
What Benefit do We See Through Personalisation
Improvement in Net Promoter Score
Increased Customer Retention
Increased employee engagement
Growth in top line revenue and
margin development

15. 15 TUI GROUP | Department | Name | Date
Data Volumes and Value
• We have the potential to collect a large volume of data from our
customers and we need to be clear what is the data that actually
adds value.
Where to be Real-Time
• Being clear where we really do need real-time data and where
our customer’s expect us to respond to them instantly
Consistent Personalised Experience
• Consistent method of personalised decision making
across the customer journey, moving beyond point
solutions.
Internal Organisation
• Organisational mind-set change to personalisation as
a way of doing business.
What are the Challenges we See?

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Thank-you
E: michael.bowler@tuitravel.com