Case Study: TUI Group achieves 29% higher social conversions and 18% improved ROAS with Tealium

How TUI works with Tealium and Meta to improve tracking, reduce cost and increase conversion

TUI Group, the world’s leading travel company with over 20 million customers and 67,000 travel experts, faced a major data challenge: the impending loss of third‑party cookies threatened tracking accuracy, attribution and marketing insight. They needed a privacy‑respecting way to preserve conversion visibility, improve customer experience and maintain marketing effectiveness.

TUI implemented Tealium EventStream and Meta’s server‑side Conversion API to shift to first‑party, server‑side data collection, improving attribution, media suppression and lookalike targeting while honoring consent. As a result, cost per booking fell 6%, social‑traffic conversion rates rose 29%, and return on ad spend improved by 18%, alongside faster page loads and more accurate audience segmentation.

TUI Group

Volkan Özturan

Team Analytics Digital Commerce