Case Study: TUI achieves lower purchase and checkout costs with Smartly.io

TUI Taps Into High-Intent Travel Audiences Early in their Journeys

TUI, the global travel operator, wanted to reach new customers earlier in their travel journeys but struggled with the manual effort required to create many video ad combinations. They partnered with Smartly.io and used Smartly’s Creative Studio and Creative Services to streamline and scale video creative production.

Smartly.io built video templates for TUI’s different ad variations and automatically generated 100+ versions from the original video assets, allowing TUI to A/B test hypotheses and apply the learnings across campaigns. The approach delivered strong performance improvements, including a 72% lower cost per initiate checkout and a 36% lower cost per purchase.

TUI

Marialena Michailidou

Group Digital Marketing Lead