Hannover, 13 January 2025

Amber Pine joins TUI as Chief Marketing Officer Markets + Airline

  • Amber Pine joins the tourism group as of 24 April 2025
  • In her 15+ year career with UK-based Sky, she has worked primarily in the Consumer, Sales and Marketing divisions before heading up the Broadband and Connectivity business
  • She will report into David Schelp, CEO Markets + Airline and be responsible to drive transformation efforts in the Marketing, Sales & Customer function of the Markets + Airline business
  • She will also lead the further development of the TUI brand and will report into TUI Group CEO Sebastian Ebel for this

As of 24 April 2025 Amber Pine will join TUI as Chief Marketing Officer Markets + Airline and report directly to David Schelp, CEO Markets + Airline. She will lead the teams responsible for Brand & Content, Marketing & Sales Optimisation, Customer Experience, Customer Service and Operations Management. Additionally, she will lead Customer Insight, Brand Strategy and Brand Identity activities for the TUI Group. For these topics she will report into TUI Group CEO Sebastian Ebel.

Amber Pine joins us from Sky, where in her over 15 years she has worked primarily in the Consumer, Sales and Marketing divisions before leading the Broadband and Connectivity business.

“I am very happy that Amber will be joining the TUI team. She played a pivotal role across several transformation projects within Sky and brings a track record of delivering growth, creating engaged customers and growing successful consumer brands to the table. I am convinced that she will play a significant role as we deliver value from the transformation of the Markets + Airlines business”, says David Schelp, CEO Markets + Airline.

As previously announced, TUI is accelerating the transformation efforts in the Markets + Airline business. TUI is creating a Global Curated Marketplace by implementing a function-led organization, investing into a new technology platform and increasing the portfolio of own and third party products. Customers in more source markets will benefit from this by being able to choose from a broader range of package holidays and other leisure experiences, getting more personalized offers and experiencing the award-winning TUI service.

“I’m thrilled to join the TUI team and contribute to creating unforgettable experiences for our customers. I’ve always admired the iconic TUI brand and its commitment to both excellence and innovation. With so many exciting growth opportunities ahead, I’m looking forward to working with the brilliant teams across Markets + Airline and Holiday Experiences to help shape the future of travel”, says Amber Pine.

About TUI Group

The TUI Group is one of the world's leading tourism groups and operates worldwide. The Group is headquartered in Germany. TUI shares are listed in the MDAX index of the Frankfurt Stock Exchange and in the regulated market of the Lower Saxony Stock Exchange in Hanover. TUI Group offers its 19 million customers integrated services from a single source and forms the entire tourism value chain under one roof. The Group owns over 400 hotels and resorts with premium brands such as RIU, TUI Blue and Robinson and 17 cruise ships, ranging from the MS Europa and MS Europa 2 in the luxury class and expedition ships in the HANSEATIC class to the Mein Schiff fleet of TUI Cruises and cruise ships operated by Marella Cruises in the UK. The Group also includes Europe's leading tour operator brands and online marketing platforms, for example for hotel-only or flight-only offers, five airlines with more than 130 modern medium- and long-haul aircraft and around 1,200 travel agencies. In addition to expanding its core business with hotels and cruises via successful joint ventures and activities in vacation destinations, TUI is increasingly focusing on the expansion of digital platforms. The Group is transforming itself into a global tourism platform company.  

Global responsibility for sustainable economic, environmental and social action is at the heart of our corporate culture. With projects in 25 countries, the TUI Care Foundation initiated by TUI focuses on the positive effects of tourism, on education and training and on strengthening environmental and social standards. In this way, it supports the development of vacation destinations. The globally active TUI Care Foundation initiates projects that create new opportunities for the next generation.

linda-jonczyk

Linda Jonczyk

Senior Manager Corporate Communications
Contact details
+49 511 566 6026
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