Case Study: TUI Group achieves 50% reduction in cost per lead and increased web-generated revenue with ResponseTap

How We Helped TUI Increase Web-Generated Revenue

TUI Group needed a way to connect online behavior with offline bookings so they could understand where customers came from, what path they took on the site, and which keywords drove conversions — especially because many holiday bookings are completed by phone after web research. Without this visibility, TUI couldn’t accurately measure or optimize marketing ROI.

After a rigorous selection process they implemented ResponseTap’s call intelligence, which integrates with Google Ads and bid management platforms to capture keyword data, pages viewed before/during/after calls, call value, and timing. This enabled attribution of offline bookings to online journeys, giving TUI a clearer picture of ROI, the ability to optimize campaigns and keywords, increased web-generated revenue and a 50% reduction in cost per lead.

TUI Group

Jo Bradbury

Digital Acquisition Manager