Introduction.

With over 20 million global customers, TUI’s goal is to reduce the cost of sales by increasing engagement through owned channels. Simon Baines, Head of CRM for TUI UK & Ireland, highlights the importance of engaging more customers directly: “Our wider marketing objectives are about how we reduce our costs of sale. The more we can drive engagement through our email and app channels, the more direct, organic traffic that generates, which means less money we have to spend on third-party channels.”

To achieve this, TUI needed more than just their customer engagement platform (CEP), Braze, to distribute communications. They needed a solution that could amplify marketing activity through Braze by creating on-brand, data-driven content at scale, while finding the right message for their audiences through a test-and-learn approach. This is where Jacquard came in.

Tailoring messaging across multiple brands and languages.

TUI operates several brands, each with its own distinct identity and audience. For Jinnie Martin, Senior CRM Manager at TUI UK, Jacquard’s ability to differentiate between these brands has been invaluable: “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. We’ve seen really strong success in the TUI and Marella brands with Jacquard.”

The ability to tailor messaging was crucial, especially given TUI’s diverse range of customers across different countries. Jacquard’s multi-language support enabled TUI to deliver effective, localised campaigns in English and German – all managed by separate regional teams. This not only streamlined operations but also ensured that each message resonated with its intended audience while maintaining a consistent and recognisable tone of voice across TUI’s communications.

Optimising performance with predictive analytics and experimentation.

Jacquard’s neural network enabled data-driven content generation, and automated testing at scale allowed TUI to continually improve campaign performance without manual intervention. Simon Baines notes: “Having science behind the subject lines being suggested – combined with easy integration into our processes and the ability to execute the optimisation activity – was the value that set Jacquard apart for us.”

Simon Baines highlights how Jacquard’s predictive capabilities stand out from traditional methods: “Given a collection of subject lines, I couldn’t consistently pick the winner. The machine does a better job than people and does it consistently.” Because Jacquard’s neural network predicts the content most likely to perform with 94% accuracy, the experiments TUI conducted started with high-performing content from the outset, driving better results.

He continues, “There’s still variety in the language being produced, which means you would struggle to spot the machine-written ones.” Demonstrating how Jacquard’s AI not only outperforms human selection but also maintains the creative quality needed to keep content engaging and authentic over time.

Integrating Jacquard into TUI’s tech stack.

Integrating Jacquard into TUI’s existing tech stack was crucial for maximising its impact and improving the campaigns deployed via Braze. Jacquard’s patent-pending audience optimisation technology allowed TUI to test up to 10 language variants and automatically adjust their distribution based on audience response rates. Underperforming variants were removed, while new ones were introduced to sustain engagement. This real-time optimisation ensured that TUI’s best-performing messages consistently reached a wider audience, enabling TUI to expand and refine its campaigns across more channels, brands, and territories.

Jinnie Martin describes the journey as “really seamless,” thanks to regular support from Jacquard’s team: “We had regular catch-ups and a number of training sessions. The team was always on hand to support us.” Simon Baines echoes this sentiment, praising the customer experience compared to other third-party suppliers: “We really enjoy working with Jacquard because the people are always on it. With many suppliers, there’s often a lot of deflection. So what we really appreciate is the openness and transparency of the Jacquard team. We respond really well to that.”

Data-driven language insights.

Another valuable aspect of Jacquard’s platform was their integrated reporting suite, which provided TUI with insights into campaign performance. “We can see the results in an integrated way and also see a breakdown of language patterns, which is a really important feature that we get with Jacquard that wouldn’t have been available with generic tools,” Simon Baines explains.

The results.

The results have been significant. “Basically, it works,” says Simon Baines. “Jacquard is instrumental in driving up engagement across our email and app channels, resulting in more direct, organic traffic. The things that Jacquard said would happen are the things that happened.” Jinnie Martin adds, “The results we’ve seen are positive, and we’re looking forward to scaling similar success across additional brands as we move forward.” This result-oriented partnership has helped TUI strengthen its brand presence and connect more effectively with customers.

Looking ahead.

TUI is eager to explore new opportunities with Jacquard. Since starting with Jacquard on email campaigns for the TUI brand in English, they have expanded to two languages (English and German), three brands (TUI, Marella Cruises and First Choice), and three channels (email, web push and mobile app push) over two and a half years. The next step is Personalised Campaigns, as TUI continues to build on its success. “Personalisation is a big driver for us, understanding how we can create more personalised experiences for our customers in order to drive better engagement,” Jinnie Martin says. By leveraging Jacquard’s Contextual¹ Personalisation Engine, TUI aims to deliver even more tailored experiences for its customers, making every interaction more relevant and impactful.