Our TUI brand book - TUI Travel Center

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OUR BRAND STRATEGy | OUR TaRgET gROUPs
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Customer insights from across the markets:
Our target groups:
it is all about needs.
Our target groups’ needs are as diverse as our products. While some of our customers
prefer a stay at the beaches on the Mediterranean, others love to explore
leading cities of the world or even seek the remoteness of wildlife.
Even a ‘hybrid’, preferring more than one option, is becoming increasingly popular.
Beyond all needs, our target groups all have one thing in common: to them,
holiday means enjoying quality time. Therefore they do not want anyone to organise
their holiday and cater for their well-being. They trust in standards only a strong
brand can offer. Consequently brands like TUI are their guide to a seemless holiday
experiences, reflected by TUI’s trustworthiness and reliability in quality delivery.
a target group is a distinct and well defined
set of people with similar preferences
relating to a certain product or service. It
helps you to better tailor your products
and use your resources economically.
During my holiday I don’t want to worry
about anything. I want to completely relax
and take time out to breathe. Sunny Sunshine
New travelling experiences amongst nature
or foreign cultures fascinate and inspire me.
However, I like to rely on a certain level of
com fort and safety. Alex Adventure
I’m seeking a holiday with pampering all
along the line. As quality is more important
than the price I’m willing to pay a little more.
Christian Comfort
Nowadays we are observing a tendency
towards hybrid customers.
Those customers’ preferences are reflecting
their changing living conditions.