TUI Group, one of the world’s leading tourism companies, has over 20 million customers globally – and multiple brands, including TUI, First Choice, and Marella Cruises. TUI Group’s goal has been to increase their reach and engagement by expanding optimisation efforts across more languages and channels, while reducing the cost of sales.
The challenge: Increasing engagement through owned channels.
Testing content to find the right message for the right person is crucial for optimising campaign performance. However, for global brands like TUI Group with large, highly segmented audiences, doing this consistently and at scale across multiple brands, channels, and languages is both time-consuming and resource-intensive. As a result, many marketers fall into the trap of conducting tests sporadically or focusing on just one channel, limiting their effectiveness.
TUI Group needed a solution to automate its content creation and scale its testing process, allowing them to break free from a single-channel approach and fully leverage the capabilities of their existing tech stack.
The solution: Automating content generation and optimisation.
In May 2022, TUI Group turned to Jacquard to help automate content generation and experimentation. And the partnership began with a focus on generating and optimising email content in English (UK) for its TUI brand.
The consistent approach to campaign optimisation quickly demonstrated its impact by increasing engagement and streamlining content production for TUI’s email campaigns. This set the foundation for further expansion.
From one brand to many.
By February 2023, TUI decided to leverage Jacquard’s capabilities to manage content for additional brands, First Choice and Marella Cruises. Each of these brands carries a unique identity, and Jacquard’s ability to differentiate messaging for each was crucial in maintaining authenticity while driving cross-brand efficiency. “Being able to differentiate between our brands is valuable because, although we are under one umbrella company, all three brands that we work across are very different,” says Jinnie Martin, Senior CRM Manager at TUI. “We’ve seen really strong success in the TUI and Marella brands with Jacquard.”
Expanding to a multi-lingual approach.
Recognising the power of tailored communication and realising they could now do far more testing in much less time, TUI added German as an additional language in which to generate and optimise content. With Jacquard’s multi-language support, TUI began executing effective, localised campaigns in both English and German, managed seamlessly by regional teams. This provided a consistent yet localised customer experience, ensuring that every message resonated with its audience and remained brand-aligned. Jinnie Martin adds, “The results we’ve seen are positive, and we’re looking forward to scaling similar success across additional languages as we move forward.”
Scaling success through channel and campaign expansion.
The increased productivity, efficiency, and engagement meant TUI could now start a multi-channel testing strategy, leveraging Jacquard to optimise content across web and mobile push channels alongside email. The partnership also moved beyond simple broadcast campaigns, adding automated trigger-based campaigns across these channels. “Basically it works,” says Simon Baines, Head of CRM for TUI UK & Ireland, “Jacquard is instrumental in driving up engagement across our email and app channels, resulting in more direct, organic traffic. The more we can drive engagement through our email and app channels, the less money we have to spend on third-party channels.”
Delivering tangible value across the tech stack.
By using Jacquard, TUI has seen a significant expansion in its marketing strategy: from a single-language, single-brand email testing strategy to a complex, multi-language, multi-brand approach spanning email, web push, and mobile app push. This expansion has not only amplified TUI’s owned channel engagement but also maximised the value of TUI’s existing tech stack investments. By driving better performance through their CEP and supporting multi-channel, multi-language content execution, Jacquard has made TUI’s technology investments more valuable and cost-effective.
Jacquard’s audience optimisation feature was instrumental in TUI’s ability to expand its campaigns effectively. By integrating with TUI’s existing tech stack – including tools like Braze – Jacquard enabled TUI to test up to 10 language variants simultaneously and adjust distribution in real-time based on performance. This allowed TUI to identify the best-performing content for different segments, automatically removing underperforming variants and introducing new ones as needed, resulting in sustained engagement growth.
The result: Realising the true value of existing investments.
TUI’s journey with Jacquard demonstrates how brands can realise the full value of their existing tech stack by expanding their marketing capabilities across more channels and languages. TUI has not only improved efficiency and engagement within its CEP but also created new opportunities for growth across its owned channels. The results speak for themselves: increased engagement, enhanced brand differentiation, and optimised marketing operations – all leading to a stronger, more cohesive presence across markets. For TUI, the value of their tech stack has not only been preserved but significantly amplified, making the idea of turning off Jacquard an increasingly costly consideration.
