Travel Tech

TUI Travel has recently released a new immersive video campaign, which allows users to design their dream holiday based on interactive elements within the video.  The Holiday Open Day campaign allows travellers to make a set of decisions about what type of holiday they would like to go on. Potential choices include “couple” or “family”, “relaxing at the beach” of “going for a walk”. As the user progresses through the video and picks the different choices, s/he designs an individualised 'perfect day.' At the end of the video, users get presented with the relevant TUI brand that matches best their personal choice.


The concept is aimed at consumers that know they would like to book a First Choice or Thomson holiday, but are not sure which brand to select. Slider based search options have been an established practice on different DMO and OTA sites for some time. Within these interactive search tools, users would position a set of sliders between oppositional categories (e.g. relaxed vs active) and get presented with results that match their personal preference.  In its innovative campaign, TUI has translated the underpinning idea into a video concept. Although the video campaign offers a less nuanced choice than positioning a slider, it is more engaging and provides a higher inspirational element.

Interactive video campaign


The campaign is available for consumers in the UK and in Germany, and is part of TUI’s ongoing strategy towards digital. In a statement on this latest initiative, marketing and digital director Jeremy Ellis says it is part of a ‘TUInnovate programme with other developments including the relaunch of websites and free wifi across some of its hotel concepts (Tnooz). Like other major tour operators, TUI faces considerable competitive pressure from Online Travel Agencies, and therefore needs to increase their online bookings. The campaign is one step in the right direction, and will help consumers to gain trust into TUIs online bookings process.



comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge