- TUI’s dynamic connectivity allows customers more choice than ever before, and hotels the flexibility to maximise their operations, among other benefits.
- By the beginning of the year, many summer holidays had already been booked to secure the best spots on the southern beaches, with the Mediterranean being the star destination, and the trend for solo travel outside the high season is growing.
Six months have now passed since Dingus became a channel manager selected by TUI to launch its ambitious Dynamic Rate project. This initiative saw the German operator leverage the strength of its established brand as a traditional wholesaler to launch a new business line adapted to modern travellers. The project is achieving the expected results, with hotels being added to the portfolio and availability increasing.
TUI Dynamic European Markets offers guests and travel agents a wider choice of hotels. ‘It is now possible to book more availability at attractive prices in many hotels, even shortly before departure,’ explains Nicki Sohnrey, Director of Acco Connectivity & Solutions. We talked to her about the initial results, dynamic pricing and traveller behaviour in 2025…
How would you assess the performance of the Dynamic Rates project in its initial months of implementation?
We are very happy with the performance in the first months. We were able to add many hotels to our portfolio and increase our availabilities. We are looking forward to further combined growth that benefits everyone involved.
What are the key benefits of this project for both hotels and customers?
With our dynamic connectivity, customers have more choice than ever and they can find their individual dream hotel with TUI, no matter how that looks like. Hotel partners benefit as well, as they can seamlessly integrate TUI into their existing sales channels and this connectivity offers them the flexibility to maximize their operations together with the strong tour operator brand of TUI.
Given the current global context (including geopolitical uncertainties), how can dynamic pricing strategies support distribution and sales?
The dynamic connectivity offers our hotel partners the required flexibility to quickly adapt to changing market demands and optimize their sales and distribution efforts to ensure that they sell rooms for the best possible prices.
In 2024, TUI served over 20 million customers, 6.1 million of whom travelled to Spain. What are your forecasts for this year based on the 2025 sales trends?
Holidays and special experiences are very important to people. Many people book their summer holidays at the beginning of the year to secure the best spots on southern beaches. Mediterranean travel destinations in countries such as Spain, Turkey and Greece are particularly popular. We are also seeing a growing trend of solo travel, where travellers can design their dream holiday independently. As solo travellers tend to prefer the low season, this helps us and our hotel partners to optimise our processes throughout the year.
Which destinations are currently leading in popularity, and how do you expect the rankings to evolve?
European destinations remain the top favourites of our guests, but we also see demand for long haul trips and vacations in the respective home country. But for many of our guests, nothing can beat being at the beach and hopping into the Mediterranean Sea. I’m sure many of us feel the same.
What specific value does Dingus bring to this dynamic strategy?
Dingus is a global channel manager with a particularly strong portfolio in Spain and the Caribbean — two key areas for TUI. This aligns perfectly with our strategy of developing the global leisure market, where customers can find the perfect accommodation for their dream holiday. Dingus helps us expand our offering efficiently and effectively.
At TUI, we are transforming our accommodation sourcing strategy and continuously connecting with strategic partners in our industry. We are delighted to have entered into a fruitful and mutually beneficial partnership with Dingus, and we look forward to continued success together.
And for Dingus, as Milena Galindo, our SVP Strategy & Partnerships, points out, that an industry leader like TUI chose us as a channel manager to join its TUI Dynamics European Markets Project ‘not only positions us as pioneers in offering our clients access to the full potential of this renowned brand, but also reaffirms our ability to meet the needs of the sector, and our commitment to creating value for the travel industry’.
Cristina Torres. Dircom Dingus
