Case Study: TUI achieves 79% conversion uplift on desktop & tablet (150% on mobile) with AB Tasty

How TUI Optimized its Product Pages to Increase Conversions By 79%

TUI, the global travel and tourism leader serving 27 million travelers, needed to boost engagement on product pages to move early-stage browsers toward booking dates. TUI worked with AB Tasty (using AB Tasty’s All‑In‑One Conversion Rate Optimization platform and A/B testing capabilities) to experiment with page layouts and CTAs.

Using AB Tasty, TUI ran an A/B test that enlarged destination images, moved the CTA from beneath the image to above it next to the price, changed the copy from “Choose dates” to “See dates,” and added a calendar icon (with a full‑width image treatment on mobile). The variation lifted conversions by 79% on desktop and tablet and by 150% on mobile, improving UX and driving more users to the date‑selection step.

TUI

Mourad Tabiti

Web Performance Manager