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Behind Braze’s transformation of Tui’s app approach


By Awards Analyst | writer

June 21, 2023 | 5 min read

The campaign won in the Transformation category at The Drum Awards for Marketing EMEA 2023.


Braze won a gong at The Drum Awards for its work on Tui / Tui

Travel company Tui’s transformation of its mobile customer experience through cutting-edge app features and hyper-personalized messaging resulted in significant business growth.

The Brief

Tui wanted to enhance its mobile customer experience and increase in-app sales. The objective was to create cutting-edge app features and engaging mobile messages that would keep customers connected to Tui throughout their holiday-booking journey.

The Idea

Braze’s strategy involved leveraging insights, real-time behavioral events, personalized content, geo-location tracking and AI tools across multiple mobile channels to deliver relevant messages to customers at each phase of their journey.

To transform the customer experience, Tui developed new real-time app features and mobile messages that utilized customer insights, in-the-moment behavioral data and AI tools. The goal was to create a hyper-personalized experience for each customer, replicating human support through digital means. This approach was implemented across eight markets to provide a connected mobile experience for Tui customers globally.

The Results

The implementation of the new app features and mobile messaging strategy yielded impressive results.

It saw 78% increase in the proportion of all Tui holidays booked through the app; a 205% increase in the sales of ancillary products (eg, airport parking, excursions, insurance) and 118% increase in the number of customers who booked a holiday with Tui.

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In addition, there was a 34% increase in the proportion of app users opting in to receive mobile notifications. CRM comms channel mix for mobile now accounts for 23% of the total, allowing a reduction in direct mail volume, while increased app penetration and mobile push opt-in expanded the reach of new app features and contact strategies, resulting in improved conversion metrics.

By implementing a comprehensive mobile strategy with personalized messaging and innovative app features, Tui successfully transformed the customer journey, increased app engagement and achieved significant business growth.

This campaign won at The Drum Awards for Marketing EMEA 2023. Find out more about The Drum’s Global Awards program or head to our case studies hub to read more award-winning stories.

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