TUI: A new way of booking package holidays on mobile

Services

Website

http://www.tui.de

Project Info

TUI is one of the biggest players in the European travel industry, known for their family-friendly package holidays.Pre-COVID, the German travel industry was booming - and at the same time more competitive than ever. Classic travel agencies like TUI saw their strong position threatened by brokers like AirBnB and Booking.com.

The challenge that TUI faced was that the mobile traffic increased more than on other devices each year, yet the mobile conversion was relatively lower than on desktop - especially for package holidays.This project focused on a redesign of the mobile website and check-out process for package holidays with the goal of increasing mobile conversion.

‍

The challenge

Booking holidays is a long affair - from search until check-out this process takes around 90 days. A time where customers move from excitement about their upcoming holiday to overwhelm on finding the best deal that fits their wishes.

Even though many customers start their online search for holidays on their mobile phone -leading to high mobile traffic on TUI platform- they tend to move to desktop devices near the decision-making phases of their journey. This means that even though traffic is high on mobile, relatively few customers actually convert on mobile. The main reasons for this is that customers feel they have a better way to compare different offers on a big screen and that they are afraid to "be too late to secure the best price".

‍

The opportunities

Our project focused on redesigning the booking flow from search to check-out, with a focus on families with young kids (one of TUIs main customer segments). We saw an opportunity to introduce more visual storytelling, better ways to search and compare holiday offers and a 'book now pay later' check-out flow.

‍