EyeforTravel Research Case Study
•
TUI Mobile Tour Guide
What are TUI busy developing in Mobile right
Key Highlights
now?
• TUI’s customers would benefit from having all informa�on
The Business Innova�ons Unit at TUI Deutschland
about their trip accessible to them at any �me and place. TUI is
GmbH have been hard at work figuring out how
developing an applica�on to provide this service.
best to use Mobile in their business and are
TUI believe that mobile technologies can enable them to provide
currently developing an applica�on for mobile
this informa�on
phones with the technical support from a
• They are currently tes�ng how they can hit their customers needs
specialist of mobile solu�ons.
best
What is the aim of TUI’s mobile applica�on?
• They’re looking forward to staying in closer touch with their
customers a�er booking, in the pre-travelling period and during
• To provide all required informa�on about
the stay.
the customers trip e.g. i�nerary, contact
• In addi�on to the new informa�on service, they hope to generate
persons, informa�on about the des�na�on
addi�onal revenue from ancillary products
and sightseeing
• TUI aim to integrate their travel agency partners in this process
• To create new opportuni�es to generate
who remain the first contact for their common customers. Their
ancillary revenues e.g. car rental, excursions
test aims to show how this will work exactly
and insurance.
How will their CUSTOMERS benefit? TUI Mobile Strategy and Challenges
• All informa�on about the trip available to the TUI have iden�fied an open customer requirement to have all
customer at any �me before and during the informa�on about a trip accessible at any �me and place. They feel
stay that mobile technologies enable them to provide this informa�on
• Sense of security during the stay and so have looked to building an applica�on for mobile phones
• Easy and fast access to addi�onal services which contains all the required informa�on and is accessible by
• Being able to easily get in touch with TUI their customers on the move. They also aim to look at addi�onal
How will TUI benefit?
services such as car hire which may generate incremental revenue.
• Possibility to stay in direct touch with the
What challenges are they inves�ga�ng?
customer during the stay
• Increase sales of addi�onal services
Technical… TUI highlight two of the bigger technical challenges to
(upselling)
be:
• Posi�oning as leader in innova�on,
• The coverage of all mobile devices (mobile phones,
technology and costumer rela�on
smartphones..)
The business poten�al / profit expecta�on of
• The interfaces between the partners systems and their booking
this project?
data
It is too early for ROI figures and TUI will
Consumer par�cipa�on poten�al… if our customers a willing to use
currently analysing and proven during a
their mobile phone during holidays to communicate with TUI and if
prototype test.
they accept push messages.
What are the next steps for TUI?
Security… Assuring their customers that data security is
guaranteed
Prototyping:
1. Get a deep understanding for customers
Business models… Building up new business models apart from the
well know ones with the help of mobile technologies
needs.
2. Prove retail concept.
“We have to learn. With the first prototype test we want to get
In a Nutshell:
a deep insight of customers needs.”
The TUI mobile strategy
is about responding to con-
“…new technologies are not the solu�on of a problem. But
sumer demands, enhancing customer rela�ons,
they can offer new opportuni�es to solve them. Technology
genera�ng ancillary revenues, improving use of
has to reduce complexity.”
relevant des�na�on content, being closer at each
– Andreas Kurth & Mario Klass, Management Informa�on & Support,
stage of the customer experience, integra�ng
TUI Deutschland
travel agencies in the process.
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