Tui Invests Heavily in AI to Enhance Travel Planning Amid Steady Growth
Tui, Europe’s largest travel operator, has announced significant investment in artificial intelligence, aiming to use AI to create inspirational videos and enhance content for trip planning. Since 2023, Tui has integrated ChatGPT into its app to provide personalized holiday recommendations.
The company is focusing on generative engine optimisation (GEO) to improve chatbot-driven visibility, striving to be the top provider in AI agent responses from platforms such as ChatGPT and Gemini. CEO Sebastian Ebel highlighted that connecting to large language models and social media ecosystems like ChatGPT and TikTok will increase distribution and bring the company closer to customers.
Financially, Tui reported a 20% increase in annual pre-tax profits to just over €1bn and revenue of €24.2bn. Despite current macroeconomic uncertainties, the firm expects growth of 2–4% in 2026. The company plans to implement €250m in cost reductions by 2028 but emphasized it will not significantly reduce its total headcount of approximately 67,000 employees worldwide, instead aiming to evolve its workforce.
For 2026, popular travel destinations noted by Tui include Greece, the Balearic Islands, and Turkey. Despite these positive indicators, Tui's shares fell 2.8% in early trading and have declined about 34% over the past five years.
