Our Vision
Excellence in Leisure Experiences
The North Star that guides our business
Excellence in Leisure Experiences. Excellence is what we strive for in everything we do, every day. Leisure is our focus, our heart, it’s our heritage and what we know. And Experiences encompass the broad range of products we have to offer and the end-to-end customer journey we own. This new north star goal is completing the picture of other guiding initiatives.
Each of these initiatives is directed towards a specific audience with different goals in mind. However, they are all connected by the same ingredients that make us unique. Excellence in Leisure Experiences is now completing the picture.
Strategy
TUI is well positioned within this attractive market, as a leisure experiences group covering the entire holiday journey, serving millions of customers, operating aircraft, hotels and cruise ships, as well as a sizeable experiences, transfers and tours business.
TUI's strategy focuses on delivering profitable growth, driven by growth in differentiated product, increased customer choice and flexibility, strong focus on operational efficiency and maximizing business synergies, and the implementation of scaleable platforms to enable global expansion.
Our strategy is defined across both of our business divisions (Markets + Airline and Holiday Experiences), embedded onto one central customer ecosystem, underpinned by our Sustainability Agenda and by our people.
Quality
The TUI brand stands for quality and a differentiated product offering. As we execute our strategy, maintaining our strong focus on delivering quality at scale is key. This is reflected in our strong Net Promoter Score (NPS), across our brands and markets.
Sustainability
Tourism is one of the largest economic sectors worldwide and makes an important contribution to development and prosperity. TUI is leveraging its experience and presence in vacation destinations for the sustainable transformation of travel. Together with partners, the Group is working to strengthen the positive effects of tourism for local people, reduce the environmental footprint and create experiences that are authentic and sustainable. With the publication of its sustainability agenda, TUI also unveiled its ambitious targets, which are validated and regularly reviewed by the independent Science Based Targets Initiative (SBTi).
Winning Team
Thanks to our growth initiatives, TUI is becoming bigger, more profitable and more global, making us an even more attractive employer. We promote talent and careers worldwide.