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Tourism

TUI Group CMO Says That Bricks and Mortar Retail Still Matters to Tour Brands

Brian Sumers

Photo Credit: TUI Group CMO Erik Friemuth speaking with Skift's Patrick Whyte (R) at Skift Forum Europe in London on April 4, 2017  Skift / Russell Harper

Skift Take

The Internet has more information about destinations than any traveler could possibly need. Do consumers really need tour operators to have retail stores? It seems unnecessary, but travelers in some markets still like the model.

Even in the Internet age, travel brands like TUI Group see a need to have physical stores in some markets, where travelers can plan their trips in person, said Erik Friemuth, the company's chief marketing officer. The company no longer has any retail presence in Denmark, Finland, Norway and Sweden, but in Germany it sells about 70 percent of its products through stores. Meanwhile, in the UK, sales are usually split 50-50 between digital and in-store. "We are where the customer is, and retail has a reason

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