TUI case study

Jie Zheng Nov 2023

Senior Data Scientist & AI Manager
TUI Global Marketing Data Science
Case study overview

Sections Key Statement

1 TUI Overview • The world’s leading tourism group via merger & acquisitions

2 TUI Brand • Excellence in Leisure Experiences

3 TUI Commitment • Sustainability as Opportunity

4 Your Task • Corporate Innovation and Entrepreneurship to support TUI’s Sustainability Agenda
 1. TUI overview

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From mining to tourism
1997 - First acquisition

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TUI - Leading provider in all important European markets

TUI - Touristik Union International / Tourism Union International

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World of TUI
2001 – 2007 establishing Power brands - TUI

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TUI Corporate Profile
2023 Group Structure

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TUI Group Executive Committee

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Chief Sustainability Officer
TUI’s Strategic Priorities

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TUI Strategy Implementation

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Holiday Experiences

1 MULTIPLE BRANDS WITH OVER 400 HOTELS

2 THREE CRUISE COMPANIES WITH 16 LINERS

3 TOURS AND TRANSFERS FOR 14 MILLION GUESTS

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 2. TUI Brand

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TUI Brand Model

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TUI Brand Purpose

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TUI Values

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TUI Culture
• Our global
responsibility for
economic,
environmental and
social sustainability

• Culture of openness
and information
sharing

• Culture of trust that

enables a sense of
belonging for
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colleagues
TUI Leadership
VIBE model

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 3. TUI Sustainability Agenda

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 4. Your task

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Your Task
• TUI are very clear that people are what makes them number one
Initiatives since 2021 focus on Mindset, Culture and Leadership
• TUI Sustainability Agenda:
Reduce our environmental footprint significantly
Maximise the socio-economic impact of tourism
• Corporate Innovation and Entrepreneurship drive sustainability opportunities
• Imagine you are joining TUI in your first post MBA role ……………..
• How might you use your learning from this unit to help to promote creative idea generation and
to develop innovative opportunities to support TUI’s sustainability agenda?
• Assignment 1:
How might employees be encouraged to develop an entrepreneurial mindset?
• Assignment 2:
How might an entrepreneurial architecture be developed?
Leadership, Culture and Change

• Assignment Guidelines and Assessment Evaluation Criteria

• Critical Analysis in context
• TUI Case Study
• Vignettes (Assignment 1)
Thank
you.

Jie Zheng
Senior Data Scientist & AI Manager
TUI Global Marketing Data Science

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