21 January 2021

Growing popularity among holidaymakers for TUI apps

The pandemic has accelerated the use of digital applications. This also applies to the apps of TUI’s tour operators and hotel brands.

The pandemic has massively accelerated the development and use of digital applications in many areas of life – including tourism. The „My TUI“ app has already been serving TUI customers as a digital assistant for several years – before, during and after their trip. In 2020, 54 per cent of all TUI customers used the digital offers for information and other services related to their holiday. This corresponds to an increase of 20 per cent compared to the previous year. The trend will continue to rise in the 2021 financial year, despite lower guest numbers due to the current travel restrictions. The app teams are also constantly working to improve and further expand the digital offering.

Individualising the hotel stay

The apps of TUI's own hotel brands were also increasingly used in 2020. The trailblazer here is the lifestyle hotel brand TUI Blue, which since its launch has been informing guests about the wide range of hotel activities with the BLUE app. Holidaymakers can also get in touch with each other via a pinboard. With the expansion into a global brand, further new TUI Blue hotels joined the portfolio, so that the app is now actively used by a quarter of a million guests. The number of bookings per user climbed by 46 percent in 2020. Although it was already possible to book sports courses and daybeds or make table reservations in the restaurant in previous years, the importance of this contactless app registration has increased even more in times of coronavirus. In the coming season, the offers of the BLUE App will be further expanded. In the course of this, the chat options with the hotel staff will also be expanded. In this way, TUI will always remain in touch with its guests, even at a distance.