Tui Eyes Growth with 'Travelistas' and 'Energised Adventurers'

The Tui Group is looking beyond its traditional core package holiday customers to woo more "travelistas" and "energised adventurers" in 2023.

The holiday giant said it has a strong market share in its traditional "heartland" segments these but form a smaller proportion of the total leisure market.

This means it is now targeting the larger and higher growth segments of the leisure market, such as dynamic packaging, accommodation-only, flight-only, car hire, ancillaries, and tours and experiences.

The new customer types were outlined by chief executive Sebastian Ebel, who described "energised adventurers" as older, confident, more affluent and adventurous holidaymakers, interested in culture and exploration, while "travelistas" are younger, independent and adventurous travellers who spend less on a holiday – but travel more often.

In contrast, the traditional customers are described as "smart tanners" – deal-driven families and couples looking for sun and beach; "home & away", who are often young families; and "senior service", who are older couples seeking service and advice.

Ebel made his comments as Tui Group reported its summer customer numbers reached 13.7 million – 93% of levels achieved before the pandemic – and annual pre-tax losses were trimmed to EUR 146 million.

He said attracting more new and existing customers with fresh products is a priority as he seeks to increase Tui's overall market share.

Despite the COVID crisis and war in Ukraine, he said the "mega trend" for travel is "very stable".

In its results statement for the year to September 30, the group said summer 2022 "closed out strongly" with 13.7 million customers.

The number of customers in Q4 was 93% of 2019 levels and airline load factors reached 92%.