Tourism: Strengthening its own brands - With this strategy, Tui is fighting for its customers
Competition from online platforms and artificial intelligence - the high-margin in-house distribution of Europe's largest travel group is under pressure. Management is accelerating the restructuring.
Tui, Europe's largest travel company, is under pressure as travelers increasingly use online platforms like Check24 and Holidaycheck to plan and book their trips. To counter this, Tui has appointed Benjamin Jacobi, formerly CEO of Tui Germany, to market its hotels and resorts globally. The company's strategy is to focus on selling its own products, including hotel brands like Robinson and Tui Blue, through its own distribution channels, such as websites, apps, and travel agencies.
Tui's financial performance is also under pressure, with an expected operating profit of 1.1-1.3 billion euros for 2026, down from 1.4 billion euros in 2025.
Written by urgent.news from Handelsblatt's report — not a translation of it. Machine-written — may contain errors; check the original before relying on it.
