Peter Krüge: TUI | Focus on entertainment and unique experiences

Expanding its hotel portfolio internationally, with a focus on Africa and Indonesia at this stage, as well as expanding its tours and experiences through Tui Musement, are the main goals of TUI.

This was stated by TUI Chief Strategy Officer Peter Krüger in an interview at the ITB Berlin Convention on Wednesday afternoon. The goal, he said, is to ensure that customers do business with TUI not just once or twice a year but much more often.

Experiences and leisure at any time

As for Tui Musement, the platform already offers a variety of activities to book. In the future, it will enable customers to buy tickets for events or book a table at a restaurant in their city.

Personalized offerings

A key advantage of TUI’s vertically integrated business model, which serves around 28 million customers worldwide, is its extensive customer database. This allows the company to offer highly personalized travel experiences that go beyond traditional sun and beach holidays.

In the future, experiences and activities will likely become the main driver of travel decisions, rather than the choice of hotel or beach. The industry is shifting towards a greater emphasis on entertainment and unique experiences. “Experiences are the current trend, but entertainment will play an even bigger role in the future – there’s a lot coming our way,” predicted Krüger.

Growth in Africa and Indonesia

According to Peter Krüger, TUI is already the largest provider of hotel beds in the Caribbean and has a strong presence in Mediterranean countries. “We primarily want to expand further in the Southern Hemisphere, with a particular focus on developing our business in East and West Africa as well as Indonesia,” he said. The company currently operates or is in the planning stages for 500 hotels.

“We are taking the strategy of city hotels, which are usually professionally managed, and applying it to the holiday hotel sector. In many cases, hotel owners struggle with professional management, and we see a big opportunity there,” Krüger explained.

TUI provides solar energy in Antalya

TUI’s Chief Strategy Officer also sees his company as being well-positioned when it comes to sustainability: TUI operates its own solar fields in the mountains around Antalya, which generate energy for the beach hotels. “These investments usually pay off within four to five years – that’s extremely profitable for us,” said Krüger with obvious satisfaction at this achievement.

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