Although digitalisation has spread to the travel industry, it is not algorithms and data that make TUI the world’s leading tourism business, but the people behind them. This ethos is underscored by the new employer brand identity of the TUI Group, which is encapsulated in the motto of ‘Putting people first is what makes us number one’. As part of this identity, the TUI Group presents itself as the ideal employer for highly qualified employees who wish to redefine travel – and take the famous TUI smile into the future. Anyone expecting a TUI employer branding campaign to show smiling employees surrounded by palm trees is in for a surprise: it works solely with illustrations and replaces the stereotype of holiday entertainers with a contemporary and progressive image.
