TUI Group

What TUI Group does

TUI Group is the world's largest integrated tourism business, operating a vertically integrated platform that spans tour operations, airlines, hotels, cruises, and tours/activities. Founded in 1923 as Preussag AG and rebranded as TUI AG in 2002, the company is headquartered in Hannover, Germany, listed on the Frankfurt Stock Exchange (DE000TUAG505), and serves 34.7 million guests annually across 21 markets and 180 destinations. Core operations include 18+ national tour operator brands (Germany contributes ~35% of group turnover, UK ~25%, with the rest of Europe generating 90%+ of revenue), 125 aircraft under TUI Airline including the largest Boeing 787 Dreamliner fleet among European leisure carriers, 463 hotels under brands such as TUI Blue, Robinson, TUI Magic Life, and TUI Suneo, 19 ocean and 6 river cruise ships across TUI Cruises (JV with Royal Caribbean), Hapag-Lloyd Cruises, and Marella Cruises, and the TUI Musement platform offering 130,000+ tours and activities in 50+ countries.

The company's product and technology stack combines package holiday booking engines with cloud-based B2B distribution platforms (Calisto Air and Calisto Ancillary, deployed in partnership with Airxelerate), AI-driven dynamic pricing and personalization systems, mobile and web channels (the TUI app reached 9.5% of total sales in Q2 2025, up 40% year-on-year), and ground transportation integrations via Omio. Revenue is generated primarily through transaction-based package holiday sales (flights + accommodation + meals + activities bundled), supplemented by ancillary cruise, hotel, and excursion revenue. FY2025 revenue was €24.2 billion with underlying EBIT of €1.46 billion (+12.6%), and cruise segment EBIT grew 70.8% in Q1 FY2026 to €82.3 million.

Distribution is multi-channel: 1,600+ retail stores across Europe, direct websites and mobile app, B2B travel agency partnerships (e.g., Kenya Airways KQ Holidays, P&O Cruises fly-cruise, Jet2 for Musement experiences, embedded insurance with Qover), and the new Global Curated Leisure Marketplace operating model introduced October 2024, which includes a dedicated Expansion Businesses unit targeting new geographies (Latin America digital launch, Romania entry) and new customer segments. The company employs over 65,000 colleagues globally and operates with a structurally asset-light approach to hotel expansion (management contracts and franchises with 70+ properties in the pipeline).

Name

TUI Group

Legal name

TUI AG

Website

https://tuigroup.com

Company type

Public

Founded year

1923

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

TUI Group is the world's largest integrated tourism business, operating tour operations, airlines, hotels, cruises, and tours/activities across 21 European and international markets. It serves 34.7 million guests annually with package holidays and ancillary services, generating €24.2B in FY2025 revenue.

Ownership category

akta.pro rank

Product category

Tour Operator Services

NAICS

Tour Operators (561520), Tour Operators (56152), Traveler Accommodation (7211), Scenic and Sightseeing Transportation, Water (48721), Scenic and Sightseeing Transportation (487)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Domestic/In-Country Multi-Day Tour Operators (THAKADAL)

akta.pro secondary industry

Full-Service Airlines (Passenger + Belly Cargo Integrated) (THABAAAF)

Keywords

• Package holidays
• Tour operator services
• Cruise vacations
• Leisure airline travel
• Hotel resort operations

Headquarters

HQ city

Hanover

HQ country

Germany

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Package Holidays: TUI offers all-inclusive package holidays that bundle flights, accommodation, meals, and activities into single bookings for consumers, leveraging volume discounts negotiated with airlines, hotels, and service providers to deliver convenience, predictability, and value.
2. Airline Operations: TUI Airline operates a fleet of 125 aircraft including the largest Boeing 787 Dreamliner fleet among European leisure airlines, generating revenue through passenger tickets sold directly and via tour operators.
3. Cruise Operations: TUI operates cruise lines including TUI Cruises (joint venture with Royal Caribbean), Hapag-Lloyd Cruises, and Marella Cruises, with 19 ocean cruise ships and 6 river cruise ships. Cruise segment delivered strong performance with EBIT rising 70.8% to €82.3 million in Q1 2026.
4. Hotels & Resorts: TUI operates 463 hotels and resorts globally under brands including TUI Blue, Robinson, TUI Magic Life, RIU, and TUI Suneo. The company uses an asset-light expansion strategy through management contracts and franchises.
5. TUI Musement (Tours & Activities): TUI Musement offers excursions, activities, tickets, and transfers in more than 50 countries worldwide, distributed through B2B partners, Musement and TUI websites, and direct to TUI customers, selling around 10 million excursions annually.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

TUI Group is the world's leading integrated tourism business selling bundled package holidays that combine flights, accommodation, meals, and activities into single bookings. The company operates vertically across tour operators in 21 markets, a 125-aircraft airline fleet, 463 hotels and resorts under multiple brands, 19 ocean and 6 river cruise ships, and a tours and activities platform (TUI Musement) with 130,000+ experiences in 50+ countries, serving 34.7 million guests annually across 180 destinations.

Product overview

TUI Group operates as the world's largest integrated tourism business combining multiple business segments: tour operators serving 18 European markets with package holidays (flights, hotels, experiences), hotel brands (TUI Blue, Robinson, TUI Magic Life, TUI Suneo, and RIU partnerships with 463 hotels total), cruise operations (TUI Cruises joint venture with Royal Caribbean, Hapag-Lloyd Cruises luxury brand, Marella Cruises UK brand, and TUI River Cruises with 6 ships, totaling 19 ocean and 6 river cruise ships), aviation (TUI Airline with 125 aircraft including Boeing 787 Dreamliner fleet), and TUI Musement tours & activities platform with 130,000+ experiences across 50+ countries. The Global Curated Leisure Marketplace operating model unifies these segments, supported by digital platforms (app sales at 9.5% of total sales). The company serves 34.7 million guests annually with operations across 21 markets and 180 destinations.

Differentiator

Problem solved

Functional benefit

Brands

• TUI Blue: Premium hotel brand offering upscale accommodation
• Robinson
• TUI Magic Life
• TUI Suneo
• Marella Cruises
• Crystal Ski
• TUI Musement
• TUI Care Foundation

Products and services

• TUI Tour Operators (Package Holidays) National tour operator businesses in 18 European markets (Austria, Belgium, China, Denmark, Finland, France, Germany, India, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Sweden, Switzerland, Spain, UK) offering bundled package holidays combining flights, hotels, transfers, meals, and activities for individual consumers and families.
• TUI Cruises Joint venture cruise brand between TUI AG and Royal Caribbean Cruises Ltd., operating the Mein Schiff fleet of ocean cruise vessels targeting German-speaking source markets. Includes the new InTUItion class ships with the second vessel, Mein Schiff Flow, christened in Triest in June 2026.
• Hapag-Lloyd Cruises Luxury and expedition cruise brand operating high-end ocean cruise ships with premium positioning, including expedition itineraries. Wholly-owned TUI subsidiary.
• Marella Cruises UK-based cruise brand under TUI Group operating multiple vessels. Known for Caribbean fly-cruise programs with partnerships including Virgin Atlantic, TUI Airways, and Norse Atlantic. The new Suite Service Max luxury offering launches summer 2026 across the fleet.
• TUI River Cruises River cruise operation featuring six river cruise ships sailing European rivers including the Rhine and Nile.
• TUI Blue Hotels Premium hotel brand offering upscale accommodation globally. Includes TUI Blue Yangtze Shanghai (103 rooms, opening June 2026) and a year-round resort planned for Hokkaido, Japan. Operates within TUI's portfolio of 463 hotels and resorts.
• Robinson Resorts Adults-focused club-style resort brand for active holidays. Robinson Boa Vista in Cape Verde (322 rooms, opening March 2027) represents TUI's expansion in the African market.
• TUI Magic Life All-inclusive club brand offering energetic, activity-focused beach resorts in Mediterranean and other sun destinations.
• TUI Suneo Value-oriented holiday brand offering affordable package holidays to sun destinations.
• TUI Musement (Tours & Activities) Digital marketplace combining tours and activities with local service delivery. Offers excursions, activities, tickets, and transfers in more than 50 countries with approximately 130,000 experiences available. Includes Intercruises Shoreside & Port Services for cruise operations, selling around 10 million excursions annually through B2B partners, the Musement and TUI websites, and direct to TUI customers.
• TUI Airline (TUI Airways and partner airlines) Aviation business operating a fleet of 125 aircraft including the largest Boeing 787 Dreamliner fleet among European leisure airlines. Operates TUI Airways plus national airline brands across source markets.
• Calisto Air and Calisto Ancillary Platforms (B2B Distribution) Cloud-based B2B distribution platforms deployed in partnership with Airxelerate, enabling real-time flight availability, dynamic pricing, automated capacity management, and integrated ancillary sales through tour operators and travel agencies.
• Global Curated Leisure Marketplace New operating model for the Markets + Airline business unit comprising an integrated functional Marketplace core, separate Expansion Businesses unit, and enlarged commercial Airline function targeting new markets and customer segments including Latin America via digital platform (Argentina, Mexico, Uruguay, Colombia).
• KQ Holidays Platform Curated holiday platform combining Kenya Airways' global network with TUI's travel technology, offering flights, hotel stays, transfers, and local experiences, positioning Kenya as a year-round leisure destination.
• TUI Airways Premium Economy Premium economy seating product on TUI Airways long-haul flights, offering enhanced seat width and comfort amenities for leisure travelers.

Quantifiable outcome

• 34.7 million guests served in FY2025 with revenue of €24.2 billion
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Royal Caribbean Cruises Ltd.coreStrategic or Co-development Partner · 22 June 2026TUI Cruises is a joint venture between TUI AG and Royal Caribbean Cruises Ltd., operating the Mein Schiff brand cruise line with fleet of nine vessels. The joint venture combines TUI's tourism expertise with Royal Caribbean's cruise industry knowledge. Recently christened the Mein Schiff Flow, second ship in its InTUItion class.
• CriteominorGTM or Marketing Partner · 16 March 2026Criteo Commerce Growth platform promotes AI-powered customer acquisition services with successful case studies including enhancements for TUI and Costa Cruzeiros.
• AirxeleratecoreTechnology or Integration · 15 March 2026TUI Airline partnered with Berlin-based software provider Airxelerate to deploy cloud-based Calisto Air and Calisto Ancillary platforms for modernizing B2B distribution and ancillary sales through tour operators and travel agencies. The platforms enable real-time flight availability, dynamic pricing, automated capacity management, and integrated ancillary sales.
• Kenya AirwaysminorStrategic or Co-development Partner · 2 March 2026Kenya Airways partnered with TUI Airline Holidays to relaunch KQ Holidays, a curated holiday platform combining Kenya Airways' global network with TUI's travel technology. Platform offers flights, hotel stays, transfers, and local experiences, positioning Kenya as a year-round leisure destination.
• Jet2minorChannel Partner/ Reseller/ Distributor · 10 February 2026TUI announced a new partnership with Jet2 for its Musement experiences platform, expanding distribution of tours and activities through Jet2's customer base.
• Haven Resort Sdn BhdminorStrategic or Co-development Partner · 25 January 2026Malaysia welcomed its first internationally branded TUI Blue resort in Ipoh through partnership with Haven Resort Sdn Bhd, marking TUI's expansion into the Malaysian hospitality market at FITUR 2026 in Madrid.
• OMRAN Group (Suspended)minorStrategic or Co-development Partner · 1 September 2025TUI Group and OMRAN Group suspended their partnership deal originally signed in September 2025, intended to create a hospitality joint venture involving five new hotels in Oman's Dhofar Governorate and OMRAN's acquisition of a 1.4% stake in TUI. OMRAN cited inability to meet agreed project timeline of March 31, 2026.

Scale indicators20 records

Recent moves11 records

Expansion highlights9 records

Broad incumbents

• Carnival Corporation: Largest global cruise operator across Carnival, Princess, Holland America, AIDA and others. Comparable to TUI's Hapag-Lloyd Cruises, Marella Cruises, and TUI Cruises segments — competing for similar European leisure travelers and capacity-constrained itineraries, particularly in the Mediterranean and Caribbean.
• Marriott International: World's largest hotel company with 30+ brands across luxury, premium and select tiers. Comparable to TUI as a major accommodation supplier inside TUI's package network, and a competitor for the same European resort and premium-traveler demand that drives TUI Blue and Robinson occupancy.
• Lufthansa Group: Europe's largest airline group, with leisure-focused Eurowings and broader tour-operator adjacency. Comparable to TUI as a competitor for European point-to-point and long-haul leisure capacity and as a potential feeder/distribution partner for TUI's package holidays.

Direct peers

• Expedia Group: Operates Expedia, Hotels.com, Vrbo and B2B partner networks serving global leisure travelers. Comparable to TUI as a vertically leaning online travel retailer combining accommodations, flights, packages, and experiences, with similar reliance on European and transatlantic demand.
• Booking Holdings: Owner of Booking.com, Priceline, Agoda, KAYAK and OpenTable — the largest online travel agency network globally. Directly comparable to TUI because both aggregate flights, hotels, and experiences for leisure travelers across Europe, and Booking's merchant and B2B offerings increasingly overlap with TUI's package-holiday and TUI Musement models.
• Trip.com Group: Operates Trip.com, Ctrip, Skyscanner and Qunar, providing flights, hotels, and packaged tours across Asia and Europe. Comparable to TUI as a multi-brand online travel platform with growing European presence and an integrated packaged-tour product similar to TUI's bundling model.
• Jet2 plc: UK-listed tour operator and leisure airline serving package holiday customers across the UK, Ireland and Mediterranean leisure routes. Directly comparable to TUI's UK tour operator business as a head-to-head competitor for British family holiday bookings, and now a TUI Musement distribution partner.
• Royal Caribbean Cruises: JV partner of TUI in TUI Cruises (Mein Schiff brand) and a global cruise competitor. Directly comparable as it operates overlapping itineraries, shares a fleet investment pipeline with TUI Cruises, and competes with Hapag-Lloyd and Marella for premium European cruise demand.

Emerging players

• Lastminute.com Group: European online travel agency selling dynamic packages, flights, hotels and experiences. Comparable to TUI as a competitor in late-look European package holidays and dynamic packaging, particularly in Italy, the UK, France, and Germany.
• easyJet (including easyJet holidays): European low-cost carrier with a fast-growing package holidays business. Comparable to TUI as a competitor in European leisure flights and beach package holidays, particularly for cost-conscious family travelers in Germany, the UK and other source markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tuigroup
• Instagraminstagram.com/tuicareers
• Facebookfacebook.com/TuiRussia
• TikToktiktok.com/@tuicareers
• Xx.com/TUIGroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries6 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments3 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TUI Group