

TUI Group + Qualtrics
TUI Group + Qualtrics
One brand. One program. One experience.
TUI is the world’s leading tourism group, covering the entire value chain under one roof with a portfolio of tour operators, travel agencies, online portals, airlines, hotel chains, and cruise liners. It serves 27 million customers across 180 regions. As an integrated tourism provider – with its own hotels, cruise ships and airlines.
Launching a global CX program for one global brand
One global program
A well-defined and integrated program covering over 10 key customer journey touchpoints that have been consistently implemented across 9 countries in Europe.
Total cost of ownership
Consolidation of multiple tools and processes to a group-wide CX program on Qualtrics, providing a significant optimisation in total cost of ownership.
Central governance with local flexibility
The flexible Qualtrics XM Platform allows TUI to implement a centrally-governed program that is consistent across all markets, while also empowering regional users to address local demands.

Why Qualtrics
- Enterprise-grade experience management platform, which easily scales up to manage an extensive cross-regional XM program.
- Massive leap in insights compared to previous legacy tools, enabling TUI Group to design its long-term digital strategy as well as make critical experience improvements in the short-term
- Advanced security features enable TUI Group to set up governance processes and framework
- Self-serve platform with rapid onboarding of users, making it easy to expand programs and react quickly to changing business needs
- Extensive features and flexibility allowing rapid migration of legacy tools, optimising operational cost for the CX program
- Trusted partner with deep expertise and experience providing guidance on every step in the journey
- Provide multi-dimensional support covering XM Advisory, Technology Implementation and Managed Service required to deliver a complex XM program
- One team approach with truly aligned and invested in achieving customer goals
- Flexible as per changing demands to deliver against both strategic and local objectives
- Deep technical expertise on Qualtrics platform allowing maximum return from the technology
TUI Group’s aspiration is to:
- Deliver a simplified customer experience with best-in-class service when needed and aligned with the global TUI brand
- Provide consistent customer experiences across markets
- Develop a consistent customer experience framework
- Provide regional flexibility under a centralised governance model
- Deliver value by consolidating multiple legacy tools to Qualtrics
TUI Group achieved
TUI Group achieved
Consolidating our local CX approaches into one global, up-to date CX program is driving TUI’s strategy of becoming truly customer-centric to ensure long-term success.
Ute Haupt
Director consumer insight & VOC
TUI Group