TUI Eyes Luxury Hospitality Growth With New and Relaunched Hotel Brands
Photo Credit: Future of Lodging, executive editor Dennis Schaal in conversation with TUI Executive Erik Friemuth. Skift Future of Lodging / Russell Harper
Skift Take
TUI's ability to move beyond its safe middle-market playground through an expanded luxury offering came under the spotlight at the Skift Future of Lodging Forum. Ultimately, a brand's market share is way more than customer segments — it's really rooted in experience and value.
TUI’s hotels and resorts brands appear to delight in the Goldilocks realm of just right, even if it is looking to stretch itself beyond its known middle-market appeal.
The company is planning to launch two new brands, and an extended focus on its unique experiences as well as dynamic tours geared for the luxury segment.
And while most consumers recognize TUI as a tour operator, half of its earnings does in fact come from its hotel businesses, which with 400-plus hotels across the brands continues to grow quickly, Erik Friemuth, chief marketing officer and managing director for hotels and resorts at TUI, told Skift executive editor Dennis Schaal in a discussion Wednesday at Skift’s Future of Lodging Forum in London.
He shared how with 10 hotel brands, add to this a couple of new
