Case Study: TUI Cruises achieves a 10.3% lift in add-to-cart rate with Dynamic Yield

How TUI Cruises kickstarted success with audience segmentation

TUI Cruises, the Germany-based cruise line, wanted to improve conversion on its booking site by catering to very different traveler types such as families, couples, and solo travelers. With Dynamic Yield, it began its personalization journey in 2022 using audience segmentation and travel data to better match content to each visitor’s preferences and booking behavior.

Dynamic Yield helped TUI Cruises implement targeted homepage banners, re-engagement messages, and lead-time-based content, plus automated affinity-driven product discovery pages. These campaigns drove measurable gains, including a +10.3% increase in add-to-cart rate, a +28% lift in users reaching checkout from family re-engagement messaging, and a +191% increase in click-through rate from time-sensitive content.

TUI

Özgür Turhan

Head of eCommerce & DTC