The aim is to get people on holiday in the sun as cheaply as possible. To this end, Tui is launching a new ‚budget brand‘. This is the modern term for budget tourism and, initially, is aimed at guests from the UK, with holidaymakers from other countries to follow in the next phase.
Holidays to the Canary Islands from the UK are already seen as being all about value for money – not least because of Ryanair, EasyJet and other low-cost airlines. However, Tui now wants to make its holidays even cheaper. At the same time, this gives the German travel giant the opportunity to segment its Canary Islands tourism more effectively by target group.
Anyone looking to holiday by the beach and in the sun as cheaply as possible will be able to do so in future with ‚Sundeals‘. Tui will then be able, for example, to market its own ‚Adults Only‘ hotels – which offer a slightly more upmarket experience – in a more targeted way. This will result in a clearer distinction between the brands. But that’s not all.
Tui launches Sundeals in the UK
Launched a few days ago, the new brand initially brings together around 20,000 hotels across some 100 destinations worldwide. The Hanover-based parent company aims to achieve 13 million bookings a year with the new brand. According to the company, it proved more difficult to establish Tui in the budget sector than simply setting up a new company for this segment.
In the Canary Islands, for example, Sundeals is currently offering a one-week holiday in Puerto de la Cruz, Tenerife, including flights and hotel accommodation, from 258 euros per person in a twin room. Various types of accommodation are available across several of the Canary Islands. For the flights, Sundeals draws on Tui’s allocated seats with external low-cost airlines.
The aim is to accept digital bookings only. There are no plans to sell through travel agencies. The new brand is modelled on Ltur, the low-cost platform that forms part of the group.
Following the experience gained in the UK, Sundeals is also set to be rolled out in other European countries. According to Tui, it is not yet clear whether Germany will be included.
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