Case Study: TUI achieves rapid customer-care scale—500,000+ social queries resolved in 3 months with Sprout Social

Why Sprout Social is just the ticket for TUI UK

TUI UK, the country’s leading travel brand with more than two million social followers, faced an unprecedented surge in customer contacts when COVID-19 disrupted global travel. Social volume spiked—TUI handled roughly 1.3 million messages across social channels over six months (including a 269% month‑over‑month jump) and 7.1 million content engagements—overwhelming a 30‑person customer service team.

TUI turned to Sprout Social’s Smart Inbox, Message Tagging and social listening, with Sprout providing extra seats and fast training so 61 volunteers could assist remotely. That approach enabled TUI to resolve over 500,000 customer queries in three months, shift content to safety, refund and policy communications, and drive strong engagement (COVID content alone earned ~28 million impressions and 3 million engagements), while Sprout’s reporting improved visibility into response performance.

TUI

Nicola Smith

Senior Social Marketing Manager