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___ Case Study

TUI.com Optimizes Its Online Shopping Experience Through Messaging

TUI Header Image that says
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The TUI Group is a leading leisure, travel, and tourism company headquartered in Germany. iAdvize and the TUI Group have been working together since 2013 to deploy a large-scale, efficient conversational strategy across the brand’s platforms. iAdvize supports multiple global sub-brands of the TUI Group, such as:

  • - TUI.com (TUI Deutschland)
  • - Robinson
  • - TUI Blue, MagicLife
  • - TUI Switzerland
  • - L'tur
  • - TUI France
  • - TUI Customer Operations

This case study will focus on the TUI.com (TUI Deutschland) strategy, which offers visitors booking help via iAdvize Messenger.

 

TUI logos
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CHALLENGE

Relieve Service Requests While Boosting Online Travel Sales

The massive shift towards digitalization in recent years accelerated due to the pandemic and induced major changes in consumer behavior around travel—travelers are much more willing to browse and shop online. The intense impact the pandemic had on travel plans caused an influx of online customer requests that flooded the TUI website. 

 

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Scale TUI’s customer service operations to absorb the increase in requests without sacrificing the website’s customer experience.
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Free-up time to connect with potential customers and maximize online sales.
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Not every booking causes a lot of questions, since online research and booking your holiday yourself has become an established part of consumer behavior. But in some cases, meeting our customers where it's needed with easy access to a bot or to a human specialist has proven to be the right way to go.
Britt Weidlich
Britt Weidlich
Onsite Sales Manager at TUI.com
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SOLUTIONS

Implement Premium Messaging To Support Visitors Throughout Their Entire Customer Journey

AI-powered chatbots are the first step in the TUI customer journey, so self-service messaging is offered to visitors the minute they visit the TUI.com website. 

  • - For brands, proactive call deflection can raise the deflection rate up to 60%, which significantly optimizes customer service operations.
  • - For customers, instant and relevant on-site messaging helps visitors avoid time-consuming phone calls.

Providing next-level customer experience is achieved through the perfect combination of AI automation and authentic human conversation. This means that on TUI.com:

  • - A chatbot welcomes shoppers and answers basic requests (payment method, promo code, etc.). 
  • - If these shoppers want to make a new booking, they’re seamlessly transferred to customer service advisors who can provide qualified and personalized purchasing advice.
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Proactive call deflection is TUI’s strategy for relieving their hotline response team by offering alternative contact points. Thanks to the chatbots, the brand saw a relief in service calls to the hotline during the pandemic, which allowed them to focus more on driving sales.
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With such a complex product and quite a customer journey that goes with it, we had to make sure to implement the live chat in the most intelligent way. Through detailed targeting rules, we don't only give our customers the chance to contact us when they need help with their booking, but also where we see the biggest sales potential. Service requests are handled by our firmly implemented chatbots, so we can focus on sales when chatting live.
Lisa Günther
Lisa Günther
Onsite Sales Manager at TUI.com
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RESULTS

A Scalable & Profitable Conversational Strategy

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17.5%
average conversion rate after a messaging conversation with a customer service agent
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143%
increase in chat revenue per hour
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85%
of conversations are partially or fully moderated by chatbots
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The relief achieved by service chatbots helped us massively when insecurities were high on the customer side due to the pandemic and the booking modifications that came with it. That way, we were able to focus on sales in the live chat and step into helping our customers when booking their holidays.
Lisa Günther
Lisa Günther
Onsite Sales Manager at TUI.com