Overview
Family holidays are a key category for TUI, but the way customers discover and compare holiday providers is changing. Alongside Google, travellers are increasingly turning to AI platforms for recommendations, creating another opportunity for brands competing to stay visible during the research process.
The brief
TUI wanted to strengthen visibility for its Family Holidays page and improve how the brand appeared across family holiday searches and AI-generated travel recommendations.
As a major travel brand, TUI already had strong brand awareness. The opportunity was to build stronger associations between TUI and family holidays, while supporting a specific commercial page with relevant, high-authority coverage.
This meant strengthening the off-site signals around TUI and family holidays, while directing relevant authority into the Family Holidays page.
Our strategy
We began with a large-scale GEO audit and an off-site authority audit to understand where TUI had the greatest opportunity to strengthen its visibility. The findings identified family holidays as a priority area, giving us a clear category and commercial page to focus the campaign around.
From there, we combined data-led digital PR campaigns and AiPR® placements, using context wrapping to strengthen the association between TUI and family holidays.
Our work focused on three key areas:
- Earning high-authority, relevant coverage through data-led digital PR campaigns
- Using context wrapping to position TUI as a family-friendly travel expert
- Securing AiPR® listicle placements across relevant travel and holiday websites
Alongside earning high-authority links into the Family Holidays page, we used expert commentary and family-focused messaging to strengthen TUI’s association with family travel. We also secured relevant travel and holiday listicle placements through AiPR®, helping TUI appear more often in the sources AI platforms use when generating recommendations.
Key campaigns
Family holiday authority building
Average
DR
Brand
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AiPR® travel recommendations
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Brand
mentions
“Reboot combines brilliant data expertise with strong PR instincts. Their team consistently uncovered unique data insights and transformed complex datasets into media-friendly stories that delivered great coverage. Beyond the quality of the work, they’re a fantastic group of people to work with: friendly, proactive, collaborative and genuinely passionate about what they do.”
Alice Preece
Senior Press Officer at TUI
Some of our favourite links
Results
Ranked #1 for “best family holiday provider” with 63% share of voice
Increase in AI visibility
Increased share of voice from 46% to 78% within one of its most commercially important holiday categories
