Skift Take
Everyone is looking for their competitive advantage in the post-Covid crisis landscape. TUI may find its own in the very thing it's been offering for years: end-to-end packaged tours, with full control over the experience.
Safety may not be sexy. But as a core brand value, it's a pretty useful association to have when travelers are trepidatiously deciding whether or not it's safe to go on holiday again.
That was the assessment of TUI Group's Chief Marketing Officer Erik Friemuth in conversation with Skift's Corporate Travel Editor Matthew Parsons on Tuesday at Skift Forum Europe.
"When we look at the brand four years ago, we saw that safety and reliability — these kinds of values are absolutely strong in the brand and we needed to make sure the brand gets a little more sexy, let's say," Friemuth said. "But these kind of values ... help massively with convincing custo
