Rationale

The reason to choose TUI brand is it is one of large tourism in the world and largest in Europe. TUI made me want to know about key success and strong position that I think that it is interesting. Besides, TUI is global brand and easy searching information and then l believe that it made me understand business more than and can apply to my occupation in the future.

Company background

TUI (Touristik Union International) is one of large tourism companies in the world and largest tourism operation in Europe. The company is headquartered in Hanover, Germany and key person is Dr. Michael Frenzel- Chairman, Rainer Feuerhake- Finance, Horst Baier - controlling, Dr. Peter Engelen – Human resources and legal affairs, Peter Long –Tourism. TUI group has a strong market position. it ranks number one among the European travel which sells leisure travel packages and provides other travel services under some 200 brands in more than 20 countries. TUI travel owns about 3,500 retail travel stores across Europe and operates a fleet of more than 150 aircraft.The company provides its customers with holidays from a single source from booking in a travel agency, flights, accommodation in business through the company’own hotels, and customer care provided its own our guides. It conducts its business three segments : tourism, shipping, and other sectors.

History

In the mid-1990s key person decide to reinvent itself as a tourism, shipping, logistics company. It sold off many of its industrial concerns and purchased several major travel and transportation firms named Preussag AG until 2001 rename to TUI Company. Nowadays, it is one of the world’s largest tourist firms with interests across Europe. It own travel agencies, hotel, airlines, cruise ships, retail stores, and container ships.

* 1968 creation of TUI an association of the medium-sized companies
* 1970 air tours international and Trans Europa integrate to TUI.
* 1972 participation to different hotel brand.
*1990 the name of the main tour operator is "TUI Schöne Ferien
*1995 Creation of TUI Nederland and TUI Austria
*1996 Creation of TUI Suisse
*1998 Acquisition of the group Preussag/Hapag-Lloyd and rename to Hapag Touristik Union (HTU)
*2000 HTU was renamed to TUI Group
*2001 TUI Group is now 100% subsidiary of Preussag AG
*2002 Rename of Preussag AG to TUI AG
*2002 reorganisation from a mixed company to tourism company.
*2004 The bank WestLB sell their participation (31,4%) from the TUI AG. New shareholders are Spanish investors
* 2005 TUI sells subsidiary VTG AG to Compagnie Européenne de Wagons.
*2005 The shipping activities are grouped under the Hapag-Lloyd. With the acquisition of CP Ships it becomes the fourth largest worldwide container shipping company.
*2006 TUI AG sells business travel subsidiary TQ3 to BCD Holdings N.V.
*2007 TUI AG tourism division merges with First Choice Holidays PLC to form TUI Travel PLC

Product line & logo

TUI is one of largest tourism in Europe which sells leisure travel packages and provides other travel services under some 200 brands in more than 20 countries. The product under its brand is

Travel public center
TUI Travel PLC was created in 2007 when the TUI group’s distribution, tour operating airline and incoming activities merged with the UK’s former First Choice Holidays PLC. TUI Travel is one of the world’s largest travel groups, servicing over 30 million customers in 180 countries. Its business in made up of the four sectors Mainstream, Specialist & Emerging Markets, Activity and Online Destination Services.


Hotels &Resorts
TUI Hotels & Resorts manage the TUI Group’s hotel companies and is Europe’s largest holiday hotel provider. It has 285 hotel holdings in 30 countries with over 150,000 beds, mostly in the 4-and 5- star category. Its business portfolio includes RIU, Grecotel, Grupotel, Dorfhotel, ROBINSON, Magic Life , Iberotel brands and others.


Airline
TUI Airline is on organization within the German tourism, shipping, and logistics company TUI AG that links the 7 airlines of the TUI group. It is largest leisure fleet in Europe and the fifth largest European air carrier with 150 aircraft. Besides, it has flights more than 150 destinations worldwide departing from more than 60 airports in 9 European countries.


Cruises
TUI Cruises sector comprises Hapag-Lloyd Kreuzfahrten and TUI Cruises, currently building up operations. Hapag-Lloyd Kreuzfahrten is a leading provider of premium and luxury cruises, while TUI Cruises has focused on the German-speaking premium volume market.

Target group

TUI is one of large in the world and company’s core activities are in the tourism business, focusing mainly on the market of Central, Northern and Western Europe. TUI use umbrella brand and can link to partner or chain companies such as TUI Travel, TUI hotels & resorts, TUI Airline, Cruises and others.
The most of customers in TUI are middle class to high class because expense for trip is low-cots and can travel around the world

Brand and logo

In order to bundle the multitude of products and services offered and effectively exploit synergies, an umbrella brand was developed for implementation. The aim of this umbrella brand was to provide customer with a compelling brand promise throughout the entire chain of experience, all the way to their respective destinations.

Base on the developed vision (“world of TUI is the most beautiful time of the year”) and mission (“putting a smile on people’s faces”), a universally understood symbol was created for the new “world of TUI” umbrella brand: a smile.

The multiple color concept and unique typeface created for World of TUI make it possible to experience the new brand values in a distinct and unmistakable way that crosses all linguistic and cultural boundaries. In this way, the new brand guarantees a consistent brand promise for the customer- from the travel agency to the airline, on to the hotel, and back home again.

Positioning & Unique selling point

Strong positions in TUI is high proportion of exclusive and differentiated products and services, sold via a variety of sales channels including the internet, TUI offers its customers flexibility and choice and thus gains strong customer retention. Besides, TUI has other factors of purchasing for customers such as

Image
TUI is one of large tourism in the world and largest in the Europe so, the most of customer confide it because it provide good feel for them.

Servic
The key goal of TUI is satisfaction and loyalty of customers, so it is good service and the most of customers are interests and confide its services.

Price
TUI has a lot of partner and chain companies in worldwide such as airline hotel & resort, cruise and travel plc, so these thing made TUI has low- cost for trips and every one can use its services.

Top competitor of TUI

Carlson Wagonlit Travel at Paris, France

Carlson Wagonlit Travel is the 2 business travel firm in the world, behind American Express. The company manages business travel through more than 35 subsidiaries and several joint ventures spanning more than 150 countries and territories around the globe.


Thomas Cook Group plc at Peterborough, United Kingdom

Thomas Cook Group is one of the world’s largest travel services companies. Catering primarily to the European market, the group operates a fleet of almost 100 aircraft (though Thomas Cook Airlines) and maintains a network of more than 3,000 owned or franchised travel offices.


Travelport Limited Parsippany at NJ, United States

Travelport will find you a safe port in the perilous seas of travel services. The company operates in 160 countries, providing services to more than 950 travel suppliers and 60,000 travel agencies. Through Travelport’s network, the agencies can access about 430 airlines, 280 hotel chains, 25 car rental companies, 400 cruise lines and tour operators, and 15 rail networks.

Key successful factor

TUI is one of largest tourism in Europe and best services.It is high proportion of exclusive and operates in many countries worldwide and services more than 30 million customers. Because it has a lot of company partner and company chain such as airline, hotel & resort, cruises, and travel PLC under TUI brand and can link to them. The main goals of TUI is satisfaction and loyalty of customers so, focusing of TUI is best services, low-cost and travel around the world that has companies chain for sustainability development . It’s different from other company and clear competitors.

Promotion strategy

TUI has companies partner and chain in worldwide that can take care customers everywhere, the expense for trip is low cost because it use package tour. TUI is one of large companies and worldwide link, the most of selling or promotion through the internet because TUI is own travel public centre to provide information to customers, so tui adverting and promotion use the internet to mainstream. Besides, it has other channels such as TV, magazine, billboard and other

website

The websites delivers inspiration to travel, functionalities such as extensive searching and browsing and the presentation of numerous TUI travel catalogues. TUI.com now offers the most important tools for tourists - from first trip desires to precise planning with travel booking of your personal dream trip.

The aim of websites is brand awareness because it provided only information of TUI and explained everything is clearly. Besides, it is easy link to website.

advertisement

The aim of this advertisement is product positioning because it show good service of TUI and highlight it. Besides, they use super star is presenter to appeal customer

Magazine

The aim of TUI magazine is indirect increase sale volume because it made customers interest when they read it and buy tour package in next time.

Public relation

TUI strives to harness the cross-border freedom of movement of tourists, and their emotional power, to support the conservation of dolphins and their marine environment. TUI also endeavors- in partnership with UNEP/ CMS and ACCOBAMS, ASCOBANS, WDCS and UNESCO - to raise awareness and knowledge of children and young people in holiday destinations to protect the dolphins in their coastal waters, so that their own children can also one day enjoy the unique value of seeing dolphins in their natural habitat.

The aim is corporate awareness beacuse it show that TUI assist and develop social.this way made customer good feel with it.

Reflection

To research about TUI that is one of large tourism in the world. It made me have knowledge, can analysis about this brand, and understood about key success that is very good for business. TUI is high proportion of exclusive and differentiated products and services and I believe that this is importance to successful of TUI. So l believes that it can apply to tourism in Thailand because nowadays, the most of tourism is own foreigner such as hotel airline and other, it made money leak out to other counties more than Thailand. So we should use the ways the same as TUI because we will have more income from tourism industry. Moreover, money is not leak out to other countries and it made Thai people and economic are very good.

Reference

• http://www.tui-group.com/en/pressemedien/press_releases/2002/20020806_hotels.html
• 
  http://www.yod2007.org/en/Partners/index.html
• 
  www.TUI.com
• www.youtube.com
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