Case Study: TUI Group achieves data-driven personalization and higher conversion rates with Tealium

TUI Start their Journey to Data Excellence

TUI, the world’s largest travel brand operating under multiple sub-brands, faced fragmented, growing data tied up in silos, a failed Adobe Analytics rollout, low website conversion (about 1%), and inconsistent data quality—making it hard to scale data-driven marketing and understand visitor intent.

TUI deployed the Tealium Universal Data Hub—Tealium iQ tag management, AudienceStream for a unified customer view and real-time segmentation, DataAccess for raw-data analytics, and Cloud Delivery for server-side tag delivery. The result was a scalable data foundation (77 active tags, 133 load rules, 385 extensions), ongoing onsite personalization driving a 3.4% CTR versus 1.8% for non-personalized content, stronger audience building and DoubleClick performance (including a 3x CTR for a last‑minute audience), and improved page performance from migrating tags server-side (reducing live-page requests).

TUI Group

Nicole Emer

Web Analyst