This assignment relates to TUI AG, which is considered a European taking touristry supplier, with a varied scope of bundle vacations offered universe broad through its three chief sectors and legion trade names.

Harmonizing to TUI AG web site, TUI AG is divided in three sectors: TUI Travel ( Europe ‘s taking touristry company ) , TUI Hotels & A ; Resorts ( Europe ‘s prima vacation hotelkeeper ) and the Cruise brands Hapag-Lloyd Kreuzfahrten and TUI Cruises.

TUI Travel ‘s is divided into four sectors: Mainstream, Specialist & A ; Emerging Markets, Activity and Accommodation & A ; Destinations. The portfolio includes a diverse pick of merchandises from bundle Tourss to niche merchandises i.e. : yacht chartering, expeditions and pupil trips.[ 1 ]

Is the largest sector in size and gross coevals. It provided services to over 25 million clients per twelvemonth through chiefly taking circuit operators in Europe, holding at its temperament resources such as more than 140 aircraft and about 3,500 retail stores. The chief finishs are concerned with clients looking for bundle or self-package Sun and beach vacations.[ 1 ]

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1.1.2 Specialist & A ; Emerging Markets

This sector comprises around 40 specialized companies offering Tourss to finishs in North America, Europe and emerging markets such as China, Brazil and Russia. The experience includes escorted Tourss to the Galapagos, pupil spring-break trips ( Acapulco and bespoke trips to Australia ) , and around-the-world private jet expeditions.[ 2 ]

1.1.3 Activity

This sector offers specialized premium services to the following market sections: Adventure Marine, Ski and Sport.[ 2 ]

1.1.4 Accommodation & A ; Finishs

This sector offers on-line merchandises such as hotel adjustment and finish services around the universe to persons connected to the web. The B2B section ( Hotelbeds and Portfolio Incoming ) supplies adjustment, transportations and jaunts through its group of finish bureaus ; the major clients for the B2B sector are travel agents, sail lines, circuit operators and other corporate clients.[ 2 ]

1.2 TUI Hotels & A ; Resorts

TUI Hotels & A ; Resorts comprises hotel trade names with high degrees of quality and service every bit good as high environmental criterions. The trade names cover a broad scope of hotel constructs at outstanding locations and the most popular vacation parts including such celebrated names as Grecotel, , Iberotel, Riu, Robinson and Magic Life.[ 2 ]

1.3 Cruises

Cruises vacations have become more popular and therefore TUI Travel has seen the chance to work this section. With Hapag-Lloyd Kreuzfahrten and TUI Cruises, TUI AG ‘s portfolio has two quality trade names offering the nautical vacation experience for different mark groups particularly design for the German speech production market.


Tourism in Europe represent 5 % of the EU GDP harmonizing to the European Commission, bring forthing employment on the scope of over 9.7 million occupations.

Following the meeting of the European Council in December 2007, enforce of the Lisbon Treaty was deemed necessary to travel frontward in a universe with changeless increased competition and altering demographics.

Some of the facets considered towards the ‘Policies for a better life ‘ embedded in the pact are: globalization, clime alteration and the environment, energy use and supply, civil protection, public wellness and other issues ; moreover article 195 of the pact signifier the legal footing for the touristry industry in Europe which is aimed to reenforce the EU as the chief tourer finish in the universe, throughout cooperation and exerting good pattern between its members.

Further information gather from different web sites and web logs has bring to my attending that while in rule, the thought of fusion and standard policies among the EU member will guarantee benefits in the long term, the world is that there is still a batch of differences to be overcome by the members in order for them to work together towards the ideals summarised in the Lisbon Treaty.

However, Europe is considered one of the chief tourer finish whether is for short interruptions or bundle vacations for people from around the universe.

Given that TUI AG is considered the Europe ‘s taking travel group I believe it is more appropriate the usage of a SWOT analysis to turn to the current state of affairs, and since this assignment is concerned with strategic picks the rating of failing and strengths, every bit good as menaces and chances are indispensable for the preparation of such hereafter propose scheme.


As published in the DATAMONITOR study on TUI AG Company Profile dated 19th January 2010 discovery below the company ‘s public presentation for the year-end 2009.

TUI is considered one of the largest touristry operators in Europe ; it owns a broad web of travel bureaus and circuit operators, which offers comprehensive service, including cross-selling chances for the company and besides guaranting cost nest eggs due to economic systems of graduated table.[ 3 ]



Comprehensive services

Dependence on Europe

Leading domestic participant

High debt load

Unfunded employee station retirement benefits



Joint venture understandings

Economic lag in Europe

Turning planetary hotels and motels industry

Competition from low cost air hoses

Expansion of advanced engineerings

3.1 Strengths

Comprehensive services

TUI AG owns a big web of travel bureaus and circuit operators offering comprehensive services, including Airtours, Thomson, American Holidays, Discount Travel, Gebeco, Holland International, Nouvelles Frontieres, Arke and many more, holding active presence in more than 15 European markets. Additionally operates a figure of air hoses including: Corsairfly, TUI Airlines Belgium, TUIfly, Thomsonfly among others.[ 3 ]

The TUI Hotels and Resorts section provides a portfolio of hotels across important finishs, including Spain, Turkey, Tunisia, the Balearics, Greece, Egypt, France, the Canary Islands and the Caribbean.[ 3 ]

The company offers luxury and premium category sail line drives through its Hapag-Lloyd Kreuzfahrten joint venture. With a broad scope of services, the company ‘s operations cover the whole touristry sectors and the assorted phases of a vacation: from retail, tour operating, winging and adjustment up to extra services at the finish.[ 3 ]

Leading domestic participant

The company supplies travel services for over 30 million clients from around 27 beginning markets. It besides provides air hose services with a fleet of more than 146 aircraft and 350 retail stores in Europe. Additionally, TUI Hotels & A ; Resorts is considered the taking hotelkeeper in Europe with around 243 hotels with about 154,000 beds in 28 states. The major trade names of hotels include Riu, Grupotel, Iberotel, Robinson, Grecotel, Magic Life, and Dorfhotel.[ 4 ]

3.2 Failings

Dependence on Europe

TUI AG is greatly dependent on Europe for its income coevals. Europe represent about 79.3 % of the company ‘s entire gross ; North America accounted for merely 6.9 % of the entire grosss in FY2008, while other parts stand for approximately 13.8 % of its entire income.[ 5 ]

High focal point of operations in a individual part augment the company ‘s opportunities to more diverse hazard exposure, such as local factors, i.e. lower demand, terrible conditions conditions, labour work stoppages, alteration in regional Torahs and economic conditions therefore restraining the ability of growing.[ 5 ]

High debt load

The company has a considerable sum of debt. As of December 31, 2008, the entire debt outstanding for the company stood E4,974.7 million, of which E3,965.4 million is the long term adoptions. Further, the involvement disbursals of the company besides increased at a rate of 17.9 % from E424.3 million in FY2007 to E500.5 million in FY2008.[ 5 ]

The company ‘s important debt hinder its ability to obtain other funding agencies to back up future working capital, capital outgos and other general corporate disbursals, which could be seeing as a failing of the company.[ 5 ]

Deficit in employee station retirement benefits

The company gives pension benefits and other post-retirement wellness and life insurance benefits to employees. At the terminal of December 2008, the company ‘s expected pension and post-retirement benefit duties stood at E1,668.1 million as compared to the planned assets of E980.4 million ensuing into deficit of E687.7 million. Substantial shortage station retirement benefits would oblige the company to construct periodic hard currency parts towards shuting the spread between station retirement benefits duties and planned assets, which would diminish hard currency handiness for enlargement programs.[ 6 ]

3.3 Opportunities

Joint venture understandings

The company entered a joint venture with Royal Caribbean Cruises ( RCC ) , an American sail holiday supplier. Bing approved by the European antimonopoly governments, in March 2008, where both the spouses would keep a 50 % involvement.[ 6 ]

The new company, TUI Cruises, began service with one ship, in early 2009, and planned to spread out its ship size in 2011 and 2012. TUI Cruises will fulfill the demands of German-speaking clients in hunt of a premium sail experience. The onboard merchandises will be tailored to German penchants and will cover nutrient, amusement and comfortss. Further in March 2009, TUI Travel and Air Berlin come into a long-run strategic partnership for their German flight concern, based on a cross ownership where TUI Travel through a subordinate, will hold an involvement of 19.9 % in Air Berlin. The joint venture compacts would well beef up TUI ‘s clasp in the German holiday market.[ 6 ]

Turning planetary hotels and motels industry

The worldwide hotels and motels sector has observed a major growing in recent old ages. Harmonizing to the Datamonitor ‘s study on “ Global Hotels & A ; Motels ” , December 2008, the planetary hotels and motels industry produced entire grosss of $ 484,300 million in 2008, stand foring a compound one-year growing rate ( CAGR ) of 6.6 % for the period between 2004-08. In contrast, the Americas and European industries grew with CAGRs of 7.1 % and 5.6 % , correspondingly over the same period, to make the several values of $ 184,300 million and $ 203,100 million in 2008. The industry public presentation is anticipated to retrieve farther, with a likely CAGR of 6.0 % for the five-year period 2008-13, which is projected to take the industry to a value of $ 650,000 million by the terminal of 2013. With well-built geographic presence in hotel industry, TUI is good positioned to take advantage of this chance caput on.[ 7 ]

Expansion of advanced engineerings

The company has launched several information engineerings AIDSs intended to spread out the merchandise and services scope. For case in 2009, TUI Deutschland developed a new production system ( NPM ) based on a cost-saving package design that make possible the assembly of travel merchandises as individual constituents. In 2008, TUI hotels and resorts came up with an original lifestyle hotel construct aQi in the 3-star hotel section, based on a joint venture affecting TUI and a third-party undertaking developer/contractor. The development of new engineerings and the creative activity of new hotel system would assist the company to spread out its concern operations ensuing in enhanced operational efficiency.[ 8 ]

3.4 Menaces

Economic lag in Europe

The grosss of TUI rely on the general economic conditions of the part. The economic place of Europe is projected to be weak after the recent pandemonium in fiscal markets and consumer attitude. Harmonizing to IMF ‘s recent economic mentality update October 2009, the GDP of Europe is expected to register a sulky growing of 0.3 % in 2010 after a negative growing rate of around 4.2 % in 2009.[ 8 ]

Harmonizing to ITB World Travel Trends Report, in the first eight months of 2009, international tourer reachings in Europe declined by 7 % and are expected to register a diminution of 4 % to 6 % for full twelvemonth 2009. Further, the European travel industry is likely to remain level in 2010. The economic downswing has led to a terrible diminution in consumer assurance, which could cut down the demand for the company ‘s merchandises and services. Further, it could be hard for the company to obtain funding to fund its operations or investing chances, or to refinance its debt in the hereafter. Hence a weak economic place for Europe would set emphasis on the company ‘s chief sector growing.[ 9 ]

Competition from low cost air hoses

While the traditional air hoses are meeting strict challenges: riddance of paths and cut downing staff, the low cost sector maintain on to spread out at a enormous rate, trends show that the low cost bearers are going taking participants on a considerable figure of intra-European short draw point-to-point paths.[ 9 ]

Liberalization in Europe has opened great chances for the low cost bearers. TUI ‘s air hoses sector manages a sum of 150 aircraft. Strong competition from low cost air hoses could negatively act upon the company ‘s operations.

4. Premeditation

While the information presented in the DATAMONTOR study shows difficult facts and figures about TUI AG and its place in the market for the fiscal twelvemonth 2008/2009, the latest set of figures available on TUI ‘s web site are in line with the scheme the company had in topographic point once it was apparent that the fiscal recession will hold a negative impact on the company ‘s public presentation.

Despite the premises in relation to the effects for TUI AG of the downswing in the economic system, lets be cognizant that under the Lisbon Treaty all members most comply and work in a clime of cooperation that will benefits EU as a whole, instead than prosecuting persons additions as independent provinces.

TUI AG and its flexible policy have unable them to set to the different scenarios that it has been subjected to as effect of the planetary recession impacting all sectors, primary fiscal and economic around the universe.

Bing listed in London Stock Exchange under the FTSE100, supply TUI AG with a high degree of assurance for its investors, every bit good as conformity with high criterions on corporate administration.

Besides their committedness on developing and keeping a sustainable policy in all its finishs in order to continue and better the environment and the degree of choice life of the population which are promoted as finishs.

Having an strong embedded corporate civilization across the group, enable TUI to confidently assure that its conformity policies are endorsed and enforced throughout the whole group ; guaranting a extremely efficient communicating channels from top to bottom of the hierarchy ladder ; this contributes to make consciousness and service as preventing step for the hereafter.

5. TUI TRAVEL at glimpse

5.1 Experienced direction squad

The direction squad has traceable grounds in presenting long-run growing at the same clip as pull offing the concern during considerable alterations in client demand. TUI Travel has demonstrated to hold existent strength throughout direction squads across the administration.[ 10 ]

5.2 Market-leading trade names

TUI Travel has some of non merely recognised but besides extremely dependable trade names in the industry, that facilitates consumer keeping, cut downing the cost of client acquisition and is appealing to adjustment suppliers and distribution spouses.[ 1 ]0

5.3 Market-leading places

In the Mainstream Sector TUI Travel is ranked the figure one or figure two placed circuit operator in about all of the markets beginning, including the UK, France, Germany, Belgium, the Netherlands and the Nordic states.[ 1 ]0

5.4 Market consolidation

Consolidation in a figure of important markets has enhanced the construction of the industry while understating the hazard of turnover volatility traditionally produced by glut capacity.[ 1 ]0

5.5 Competitive advantage

Accommodation & A ; Destination sector purchase around 150 million bednights per twelvemonth, doing TUI Travel one of the taking providers of adjustment worldwide, this range of operations gives a competitory advantage when negociating with suppliers, leting TUI to offer first-class value to clients.[ 1 ]0

5.6 Synergies

As a consequence of the amalgamation in 2007, TUI Travel has acknowledged ?200m of synergy benefits.

Since the amalgamation, TUI Travel has efficaciously accomplished a figure of strategic activities to increase borders in under executing concerns i.e. : scheduled flights operations in the UK, Germany and the Canadian circuit operator. Although TUI has a few concerns where borders are cut down or even negative as a effect of strategic and concern determinations, the company aims to decide these issues and see it as an chance for considerable future border enlargement.[ 1 ]0

5.7 Specialist Sectors

A scope of niche-specialised merchandises benefit from high organic growing generates around tierce of TUI Travel net incomes and border, normally characterised by counter-seasonal profitableness. The growing in these countries is amplified by the extremely successful acquisition scheme: placing new niches in the market and construct strong market places. This concern attack is typical and can non be imitated, declarative of a clear distinction from rivals.[ 1 ]0

5.8 Emerging markets

TUI Travel has gained an bing presence in the four major emerging markets of Russia, Brazil, China and India.[ 1 ]0


For intend and intent of this assignment the attending is focus on TUI Travel and its chief sector called ‘Mainstream ‘ , which is the premier beginning of gross to the group.

6.1 Choice 1: Continue with the current scheme.

TUI Travel current scheme, has prove non merely to be competitory, but effectual and efficient to the extend of being recognised as a leader in the touristry industry. Furthermore, TUI Travel has already get downing a decisive consolidation on the new markets, which will widen its geographical activities every bit far as Asia and debut in the South American market.

6.2 Choice 2: Further integrating on the bundle vacations by acquisition of a local Coach circuit operator in any of its cardinal markets i.e. UK.

Traditionally TUI Travel has gained its fight by agencies of acquisition, amalgamations and joint ventures throughout the universe.

A farther investing in a local manager circuit operator, will give them a complete integrating in the supply concatenation, as clients will be able to custom-make its vacations, from apparent tickets, adjustment, transportations to historic sites Tourss to the full guided by experient ushers. The UK has a huge figure of tourer sites, some of them proclaimed universe cultural memorials which makes them more attractive and extremely visited throughout the twelvemonth.

Presently in the UK there is merely three manager circuit operators, which offers the diverseness of services, and merchandises that could be attractive to TUI Travel: Evan Evan ‘s with more than 70 twelvemonth of experience is portion of the a city manager group Trafalgar who has a line of concern on touristry around the universe. Golden Tours formed in 1984 offering sightseeing service in England to the most good known attractive forces. Finally Premium Tours, a private limited company with lone seven old ages in the market that has managed to vie shoulder to shoulder with the other two more established sightseeing manager operators.


Critical analysis of all informations gather while fixing this assignment, there is a strong disposition to agree with TUI Travel current scheme, as explained before it has provided the company with a alone competitory advantage, as they strive in developing services wholly incorporate which are hard to copy. TUI Travel is the universe ‘s largest integrated circuit operator, therefore its strong place in the market enables the company to retain a high market portion. TUI Travel portfolio consist of sale of flights, adjustment and farther touristry services, both as separate constituents and as a bundle.

During the last AGM in February 2010, the schemes proposed include extra agencies for hard currency flow coevals including the refinancing of owned assts, and the disposal of non-core assets every bit good as direction of the assorted fiscal instruments ( loans, loanblends, equity ) that will offer flexibleness in the long term.

Finally, the Chairman ‘s Letter Dr. Michael Frenzel CEO ensures assurance in the short and long-run hereafter. Contemn the recession and economic downswing, the amalgamate figures for the fiscal twelvemonth shows a successful public presentation in the Tourism activities, with increase of 10 % in gross with relation to 2008 figures.


hypertext transfer protocol: //


European Commission – Supporting European Tourism

Lisbon Treaty – Article 195

European Commission – Policies for a better life

TUI AG – Statement of the Board

TUI Travel – About TUI Travel Plc

TUI Travel – History

TUI Travel – Sectors

TUI AG – Group Strategy slide

TUI AG – Chairman ‘s Letter


1. Introduction: 2

1.1 TUI Travel 2

1.2 TUI Hotels & A ; Resorts 3

1.3 Cruises 3



3.1 Strengths 5

Comprehensive services 5

Leading domestic participant 6

3.2 Weaknesses 6

Dependence on Europe 6

High debt load 7

Deficit in employee station retirement benefits 7

3.3 Opportunities 8

Joint venture understandings 8

Turning planetary hotels and motels industry 8

Expansion of advanced engineerings 9

3.4 Menaces 9

Economic lag in Europe 9

Competition from low cost air hoses 10


5. TUI TRAVEL at glimpse 11

5.1 Experienced direction squad 11

5.2 Market-leading trade names 11

5.3 Market-leading places 12

5.4 Market consolidation 12

5.5 Competitive advantage 12

5.6 Synergies 12

5.7 Specialist Sectors 13

5.8 Emerging markets 13




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