TUI segmentation
Driving growth in the holiday sector
Understanding needs
TUI Group is the world’s number one tourism business, and UK’s leading travel brand. Their main operational segmentation was not as effective as they would have liked, with a weak link to the customer database and lack of product differentiation across segments. The STRAT7 Bonamy Finch team were brought in to develop a more actionable segmentation which would serve as the platform for brand growth.
Connecting data
We developed a matrix framework which reflected both consumers’ ongoing relationship with the travel category, and their needs that change from one holiday to the next. This model enabled TUI to understand both travellers and trips, and isolate lucrative intersections between the two (in terms of value and volume). This proved an invaluable source of reference for proposition development.
Driving change
Rich strategic segmentation tagged onto database for operational success. Catalyst for business action across a huge range of touchpoints, from comms briefs to eCRM targeting.
Our analysis suggests the segmentation delivered tens of millions in additional revenue in the first 18 months.
Director
Customer Analytics, Customer Experience, Insight & CRM