TUI
System
Contentserv
Project type
PIM Consulting
Launch
2025
TUI is one of the world's leading integrated tourism and leisure companies. With activities ranging from airlines to cruises and hotels to travel agencies, TUI offers comprehensive holiday experiences – in around 1,600 travel agencies, with 6 airlines, over 300 hotels, and more than 20 million guests annually.
TUI's goal: to rethink travel – seamless customer journeys, personalized offers, and a digital experience that connects booking, stay, and return. Fun, safety, and brand reliability are at the center of this approach.
TUI decided to structure, consolidate, and consistently provide the data base for all hotels and resorts using Contentserv PIM across all output channels. The goal was to prepare information in such a way that resorts can be found, compared, and selected more easily.
In contrast to traditional hotels, resorts proved to be significantly more complex: A resort includes different room types, each room type has amenities such as a minibar, which in turn has properties – for example, "one-time free refill" or "daily refill". The challenge lay in the virtually endless number of features, their dependencies, and the requirement to keep the maintenance simple, user-guided, and verifiable. Part of the data maintenance was also to be performed directly by the hotels.
Moreover, the originally planned system architecture needed to be optimized, and an internal research view for the maintained resorts had to be created.
A data model for all resorts – consistent, intelligent, future-proof.
The goal was an approach that structures the complex and heterogeneous data model of the resorts in a way that is free of redundancy and easy to maintain. At the same time, the system should assist the user in data collection, enable internal research, and meet the requirements of all output channels.
Y1 was commissioned to review and operationalize the existing data model, the research view, and the system architecture. As the current model reached its limits, Y1 developed a greenfield approach to create a consistent and future-proof model. This proposal was accepted and pursued by TUI.
The task was not to fully implement the final data model, but to enable TUI to independently develop it with the specialist departments. To this end, Y1 conducted several workshops:
Identification of all relevant resort areas.
Grouping by structural similarities.
Creation of examples for each data structure by Y1.
Review and optimization of the examples together with TUI.
After the presentation and discussion, TUI independently took over the further elaboration. Regular coordination meetings could be gradually reduced, as TUI had developed the necessary know-how. The connection to sub-systems was also advised in such a way that TUI could take over the implementation itself.
100%
Consistent database for all output channels
100%
Independence of TUI in care and development
