TUI Pushes AI and App Bookings as Cruises Drive Earnings
Photo Credit: TUI Magic Life Jacaranda, a resort on the Turkish Riviera. TUI Group
Skift Take
Cruises are carrying TUI’s results, but distribution is moving away from the web and toward apps and artificial intelligence.
TUI Group said Tuesday that shifting digital habits — including early use of large language models — are reshaping how travelers plan and book trips.
“Distribution is changing. We very much believe in retail,” said CEO Sebastian Ebel on an earnings call. “That's key, and it's commercially a sound case because of the margins and because the early sales are strong. We're seeing and expect a very significant change from web to app and to LLMs and social media.”
