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Personalisation at TUI
Michael BowlerHead of Customer Engagement
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Who are TUI?
TUI GROUP | Department | Name | Date
More than 30 million customersfrom 31 source markets travellingto 180 destinations
77,000 colleaguesin 130 countries 136 aircraft
13 cruise ships
About 1,800 retailshops in Europe
Revenues of€18.7 billion
A FTSE 100business
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Personalisation is Architected into our BrandPromise
4 TUI GROUP | Department | Name | Date
We think of personalisation can be thoughtof as a three step process:-
Capturing data on customers at everytouch point; populating and maintaining itin a single customer view.
Using technology to be able to leverageour customer data at scale, to makedecisions on the most relevant sales orservice message to present each customer
Delivering those decisions to customers,and being consistent, across any digitalplatform or physical interaction
Step 1
Step 2
Step 3
What is Personalisation to TUI
5 TUI GROUP | Department | Name | Date
Travel Customers have an Appetite forPersonalisation
• Personalised customer experiences have not yet permeated integrated travel or OTAs to thesame 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 theentire customer journey – and our customers are asking us to do it
6 TUI GROUP | Department | Name | Date
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Sal
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To help customers find the right holiday for them, quickly and easily, by understanding theirevolving 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 likeand how they choose to interact with us
Holiday Sale Ancillary Sale PersonalisedOffers and Content
Loyalty &customer value
management
Feedback captureand use
How and when tocommunicate
7 TUI GROUP | Department | Name | DateTUI GROUP | Department | Name | Date
Luxury holidays designed to fuel the senses
We Started by Creating Products Tailored toCustomers Holiday Needs
Stylish holidays, designed for couples
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Real Time Product Recommendations
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Real Time Behavioural Targeting
Customer Searches forWinter
Customer Looks atCouples Hotels
Default Content
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Individually Tailored ECRM
• Targeting based on web behaviours
• Personalised based upon previousholidays and direct feedback
• Personalised based upon customersegment.
11 TUI GROUP | Department | Name | Date
Celebrating Your BookingMaking the most of our retail estate and high street topersonalise our in-store experience
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Passing the Baton
Bringing our digital waysor working to our frontline staff.
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TUI Digital Assistant
TUI GROUP | Department | Name | Date
We now have a consistent vehicle tocommunicate directly with ourcustomers throughout their holidayjourney.
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What Benefit do We See Through Personalisation
Improvement in Net Promoter Score
Increased Customer Retention
Increased employee engagement
Growth in top line revenue andmargin development
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 actuallyadds 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 pointsolutions.
Internal Organisation• Organisational mind-set change to personalisation as
a way of doing business.
What are the Challenges we See?
