Case Study: TUI Group achieves 400% conversion increase with Tealium Predict (Tealium)

TUI optimises conversion as travel returns, with predictive machine learning insights

TUI, the world’s largest travel brand serving over 21 million customers, needed to predict changing customer preferences as travel resumed after pandemic restrictions—while keeping data use privacy-compliant and meeting regional rules like Germany’s online/in-store price parity. The challenge was to personalise offers fast and accurately despite volatile demand and regulatory constraints.

TUI layered Tealium Predict’s machine learning onto its Tealium CDP to score visitors’ likelihood to return or buy and selectively deliver personalised incentives (coupons, teasers, promo codes) to the most promising prospects. In a test of 160,000 visitors—20,000 identified as fairly likely to convert—this targeted approach lifted conversion rates by 400% while maintaining compliance and customer privacy.

TUI Group

Karin Marksteiner

Head of Analytics, Data & Personalisation