TUI to Launch New Experiences Aimed at Locals
Skift Take
The new deal with Fever is tapping into Generation Z and Millennials' preferences for experiences over material goods, and giving TUI a new opportunity for sales with locals.
TUI, Europe's largest travel operator, has announced it’s partnering with the entertainment platform Fever to launch a new collection of activities aimed at local people in their home countries.
The new product is a strategic step in the group’s aim to become the “leading provider of leisure activities for customers year-round”, both while travelling abroad and at home.
While TUI is known to customers for annual holidays and city breaks, TUI CEO Sebastian Ebel said the group had refined its business strategy in recent months and is now “moving into a new phase where we can be the day-to-day partner for leisure activities at home.”
