IMPROVING 'DYNAMIC' PACKAGES

Increasing 'Dynamic' conversion by £1.5m.

TUI want to provide customers with greater flexibility, yet the conversion of ‘dynamic’ packages vs. a standard ‘TUI package’ is significantly lower.

I optimised our flight selection component, resulting in improved conversion, progression & increase in revenue and margin, across 3 separate iterations.

Example of a flight card, with high-level 'TUI Holiday Promise' content underneath, on a mobile screen.
Example of a flight card, with high-level 'TUI Holiday Promise' content underneath, on a mobile screen.
Example of a flight card, with high-level 'TUI Holiday Promise' content underneath, on a mobile screen.

Iteration 1: +£234k

Clearer indication that 3rd party flights, hotels and transfers are still part of a TUI package.

Example of 'TUI Holiday Promise' content within a modal on a mobile screen.
Example of 'TUI Holiday Promise' content within a modal on a mobile screen.
Example of 'TUI Holiday Promise' content within a modal on a mobile screen.

Iteration 2: +£165k

Providing greater information about travel protection, guarantees & customer support.

Multiple mobile screens showing 2 different variants of luggage, seating options & 3rd party benefits within the flight cards.
Multiple mobile screens showing 2 different variants of luggage, seating options & 3rd party benefits within the flight cards.
Multiple mobile screens showing 2 different variants of luggage, seating options & 3rd party benefits within the flight cards.

Iteration 3: +£1.1m

Including clearer information about the luggage, seating options & 3rd party benefits.

What is a ‘dynamic’ package?

A dynamic package is when part of a TUI package is combined with a non-TUI airline or hotel. For example, a TUI hotel and transfers combined with an EasyJet flight.

Greater flexibility

Dynamic hotels and flights help open up new markets which a ‘TUI package’ could not serve, providing the business with greater flexibility.

New audiences

More options means more travellers, without TUI needing to commit to flight and hotel stock, like it does with a standard ‘TUI package’.

Scale at speed

Show the value and benefits of booking with a 3rd party - more flexible? Cheaper? Greater range of dates?

‘Dynamic’ packages convert x3 worse than ‘TUI’ packages.

The business wants to grow the dynamic product as it help gain footprints in different destinations and market share. It currently makes up approx. 8-9% of overall bookings, but low conversion is really damaging against increasing acquisition costs and competition in traffic in the SEO space.

Bar chart showing the difference in conversion between TUI flights and other 3rd party carriers.
Bar chart showing the difference in conversion between TUI flights and other 3rd party carriers.
Bar chart showing the difference in conversion between TUI flights and other 3rd party carriers.

User already have pre-set expectations when visiting TUI’s website.

Most users, especially those who have travelled or booked holidays with TUI before, have a preconceived idea of what to expect when they choose a TUI package.

An AI generated image of a plane in the middle, whilst multiple holiday touchpoint circle around it.
An AI generated image of a plane in the middle, whilst multiple holiday touchpoint circle around it.
An AI generated image of a plane in the middle, whilst multiple holiday touchpoint circle around it.

Flying with TUI

Previous experience with TUI means most people are used to flying with TUI Airways.

Consistency

3rd party airlines introduce an element of uncertainty and surprise.

A ‘TUI’ package

Users are accustomed to the idea that 'TUI take care of everything' and all holiday elements are in one place.

Introducing ‘Dynamic’ holidays created some early fears.

With most new and returning customers only expecting to seeing TUI-based packages on the site, it raised questions from users as to why some included 3rd party airlines (3PF).

Example of a TUI flight card, with other airline logos next to it.
Example of a TUI flight card, with other airline logos next to it.
Example of a TUI flight card, with other airline logos next to it.

Why am I seeing 3PF?

Users are confused why they're being sold 3PF for a 'TUI' package? 3PF feels like 2 separate bookings. One for the hotel, the other for the flight.

Mutliple airline logos stacked vertically, with a ? next to each of them.
Mutliple airline logos stacked vertically, with a ? next to each of them.
Mutliple airline logos stacked vertically, with a ? next to each of them.

Who is responsible?

Fearful that if things go wrong, no party will want to take ownership.

Example of the luggage and seat limitations on a 3rd party flight booking, on a mobile screen.
Example of the luggage and seat limitations on a 3rd party flight booking, on a mobile screen.
Example of the luggage and seat limitations on a 3rd party flight booking, on a mobile screen.

How do I manage this?

Users can upgrade seats & luggage on a TUI flight, but not a 3PF?

Example of a 3rd party flight card, as well as examples of room and board information, and Transfer information.
Example of a 3rd party flight card, as well as examples of room and board information, and Transfer information.
Example of a 3rd party flight card, as well as examples of room and board information, and Transfer information.

Am I still a TUI package customer?

If the flight is with a 3rd party, is this still a TUI package holiday? Do I have less 'status' as a 'valued' package holiday customer?

The 'dynamic' value proposition needs to be clearer.

Because TUI packages feel secure and easy to book, travellers are more hesitant to use a third party that seems less familiar. Three key themes emerged as ways to address this concern.

Reassurance

Reassure users that 3PF’s are still part of a TUI package and they are still covered by TUI customer support.

Clarity

Explain why users are seeing 3PF options and what flight extras are available before a user selects a flight.

Value

Show the value and benefits of booking with a 3rd party - more flexible? Cheaper? Greater range of dates?

Iteration 1

The ‘TUI Holiday Promise’

Providing clearer indication that 3rd party flights, hotels and transfers are still part of a TUI package.

STATS

STATS

+2%

Uplift in conversion.

+1%

Uplift in progression.

+£234k

Increase in margin.

Example of iteration 1 on both mobile and desktop.
Example of iteration 1 on both mobile and desktop.
Example of iteration 1 on both mobile and desktop.

Iteration 2

Protection, guarantees & support.

Providing greater information about all the elements that are included within the ‘TUI Holiday Promise’, such as travel protection, money-back guarantees, customer support & flexible payment options.

STATS

STATS

+3.9%

Uplift in conversion.

+1.2%

Uplift in progression.

+£165k

Increase in margin.

Example of iteraton 2 on both mobile and desktop.
Example of iteraton 2 on both mobile and desktop.
Example of iteraton 2 on both mobile and desktop.

Iteration 3

Benefits and flight extras information.

Including clearer information about the luggage allowances, seat types included and benefits of flying with a 3rd party, split across 2 different variants.

+£1.1m

Margin increase

Increase of over +£1.1m worth of margin vs. the previous variant.

Variant 1

+17%

Uplift in conversion.

+3.5%

Uplift in progression.

Variant 2

+14.7%

Uplift in conversion.

+8.5%

Uplift in progression.

Example of 2 variants for iteration 3, both on mobile screens.
Example of 2 variants for iteration 3, both on mobile screens.
Example of 2 variants for iteration 3, both on mobile screens.

MOER PROJECTS

Explore more of my work.

Discover additional projects where I’ve helped drive measurable improvements in conversion, revenue, and user experience.

Mobile screen showing new design of the TUI payment page.
Mobile screen showing new design of the TUI payment page.
Mobile screen showing new design of the TUI payment page.

Streamlining the payment experience, increasing revenue by £22.5m.

I redesigned the payment page, creating a simpler payment experience, improving conversion, descreasing page exits & significantly increasing revenue and margin.

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Seat key showing open and closed state.
Seat key showing open and closed state.
Seat key showing open and closed state.

Enhancing seat selection on mobile, improving conversion & margin by +£200k.

I optimised our seat selection component, across 2 separate iterations. Resulting in improved seating uptake, higher overall conversion & a strong increase in margin.

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CONTACT

a.mcmanus@outlook.com

07395 269 866