Tui to host nearly 200 agents across 14 fam trips this year

Swanson continued: “All our trips will be designed in a way to ensure agents will experience our concepts like a customer, so they are able to match their own customer types back to our broad range of exclusive hotels and owned concepts.”

Launched in June 2023, Tui’s rapprochement strategy has sought to “redress the balance” after years of what many agents perceived as outmuscling and undercutting the trade.

As part of the plan, Tui has launched a range of booking tools such as low deposits, marketing and incentives as well as vouchers and prizes in exchange for bookings in selected hotels. 

The German travel giant has also expanded its trade relations team with nine new hires, bringing the team to 17. “This isn’t just for Christmas, it’s a long-term commitment and we are here to stay,” said Swanson late last year.