Case Study

TUI France Wins Attention with Timely Personalized Recommendations

TUI France is a wholly owned subsidiary of the TUI Group and a leader in the French travel market. It brings together iconic brands such as Club Marmara, Club Lookéa, and Nouvelles Frontières, all widely recognized by French travelers for delivering high satisfaction. TUI France offers accessible, personalized travel experiences through 3,000 travel agencies, its TUI Stores network, and online at TUI.fr.

The Results

By activating behavioral data in weekend follow-up emails, TUI France now delivers recommendations when customers are most likely to engage. As a result, the click-to-open rate increased by 7.5 percentage points. Half of all clicks were generated by emails containing recommendation blocks, and A/B testing confirmed a 42% uplift in clicks on personalized recommendations compared to manual selection alone.

50%

of total clicks generated by emails containing recommendations

+42%

clicks on recommendation blocks

+7.5%

percentage-point increase in click-to-open rate

The Challenge

Driving Conversion Without Increasing Message Fatigue

Booking a holiday typically requires reflection or discussion with family or friends. That’s why the weekend represents a natural conversion window for travel brands. To target the most engaged audience at the right moment when decisions are often made, TUI France’s CRM team sends weekend follow-up emails to customers who opened or clicked emails earlier in the week.

Openers received two manually selected products, while clickers received four. The campaign already generated strong engagement, but the existing approach relied entirely on manual curation. The team saw an opportunity to capture attention more effectively by adding true one-to-one personalization, and to reduce ongoing manual effort through automation.

TUI France needed a way to make the weekend follow-up more relevant at the individual level — without increasing operational complexity or overmailing recipients.

“Personalization must be at the heart of the email marketing strategy. It improves content relevance and increases engagement. It is a powerful tool for understanding and responding to our customers’ needs.”

Eva Millard

CRM & Loyalty Manager, TUI France

The Solution

Real-Time Recommendations Within a Controlled Framework

Working with long-standing partner DEGETEL, TUI France redesigned its weekend follow-up campaign using Selligent by Zeta’s marketing automation and recommendation capabilities.

Flexible recommendations: The team enhanced manual expertise with behavioral relevance. Clickers now receive two manually selected destinations and products, enriched with personalized recommendations of the last two products viewed on TUI’s website.
Unified customer data: TUI was able to activate real-time browsing data within an automated campaign flow, transforming the campaign into a personalized conversion driver.
Automated orchestration: Selligent by Zeta ensures that no duplicate products are shown, out-of-stock products are excluded, and fallback logic replaces unavailable items with popular destinations.

The redesigned weekend follow-up campaign shows how unified customer data and real-time personalization capture attention, improve relevance, and drive measurable results without increasing send volume.

Experience It Yourself

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