Case Study: TUI Group achieves a unified customer view and faster, more insightful marketing with dotdigital

Driving higher levels of customer insight and intimacy

TUI Group’s UK Education division — part of the world’s largest leisure and travel company — faced a fragmented marketing environment across 15 specialist brands, with disparate email tools and CRM systems, slow manual campaign processes and a complex multi‑stakeholder buying chain that made consistent communications and customer insight difficult.

They standardized on Maximizer CRM integrated with dotmailer, consolidated and enriched customer records (including third‑party profiling), and deployed automation, segmentation and dynamic content. The result: campaign build times fell from days to minutes, the database doubled and became far richer, adoption was rapid, and TUI gained stronger customer intelligence, better targeting and improved service.

TUI Group

Matt Royal

CRM Manager