Tui wants to grow online business

The conversion at Tui continues: The tour operator wants to significantly expand its online share of travel bookings.  But the company also wants to attract more customers offline.



Tui wants to increase the proportion of online bookers.




Cologne "In Germany, our online share is 15 percent," said Tui CFO Horst Baier on Tuesday at a specialist tourism congress in Cologne.  That is not enough.  In Great Britain, for example, 40 percent of Tui bookings are made over the Internet and in Scandinavia even 60 percent.  Experts anticipate that the proportion of Internet bookers will continue to rise sharply in Germany as well.



Baier did not name an exact target for the share targeted in this country.  The increase in the online share should also be achieved through intelligent networking with travel agencies.  The Internet should not become the sole sales channel.  Rather, it is about developing new structures in the sales mix, said Baier.



Tui Germany is undergoing extensive restructuring.  There is to be an internet offensive, but at the same time the number of travel agencies is to be increased.



According to the WestLB analyst Raimon Kaufeld, 80 percent of all trips will be booked on the Internet in the long term.  Norbert Fiebig, General Manager of the Rewe Group for Tourism, assumes that customer ratings will play an increasingly important role.  "Properties with a positive customer rating will ultimately also bring higher margins."



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At the tourism congress of the trade journal fvw, several hundred experts from the tourism industry will be discussing problems and opportunities in the market until Wednesday.

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