TUI Group:

With a compelling overall concept, the design and branding agency Strichpunkt won the TUI Group's pitch to redesign its corporate website. The aim of the project was to make the structure, design, and technological basis of the site fit for the future. Based in Hanover and Berlin, the TUI Group is the world's largest integrated tourism company with around 67,000 employees, more than 32 million customers per year, its own hotels, an airline, cruise ships, and travel agencies.

As part of the relaunch, Strichpunkt worked closely with the international corporate communications and investor relations departments to not only modernize the website visually under the motto “Destination Future,” but also to fundamentally rethink it technically and structurally. The result of the relaunch is much more than just a new corporate website: it is a future-oriented platform that, in addition to classic corporate communication and political and social topics, also impresses with emotional content and inspiring stories that invite visitors to linger.

The holistic content hub makes it possible to reach different target groups such as international media representatives, business partners, politicians, potential candidates, and the interested public alike. Employees are now able to maintain content independently and implement it flexibly thanks to the UI kit that was developed. The platform is designed not only to meet today's requirements, but also to remain open to future challenges. A particular focus was also placed on the integration of live content - such as livestreams of the popular TUI marathons around the Mediterranean - which further increased the time spent on the website.

The TUI branding introduced a few years ago has been consistently and holistically integrated into the website and clearly expresses the brand message “Live Happy!”. At the same time, the platform has been made more focused in terms of content and systematically more user-friendly.

“We commissioned Strichpunkt with the relaunch because they thought through the design, branding, and technical implementation holistically and interlinked them from the outset,” says Magnus Hüttenberend, Group Director Media Relations Corporate, Sponsorship & Social Media at the TUI Group. "It was crucial for us to create a modern and flexible platform that authentically and vividly reflects our emotional stories, news, and information. This has been achieved more than successfully through the collaboration. All our KPIs rose immediately, and we are seeing continued growth in interest over the first few months."

“Our focus was on creating a sustainable home for the TUI Group that is both emotionally and functionally compelling,” explains Thomas Michelbach, Head of Development and Unit Lead at Strichpunkt. “Destination Future means having the courage to let go of the old and consciously create space for the new. This is a challenge that many companies are currently facing as they struggle with the baggage of the past and the opportunities of tomorrow.”

The new website www.tuigroup.com went live in March 2025 and recorded 500,000 visitors in its first 30 days. The collaboration with the TUI Group is set to last three years and, in addition to the relaunch, also includes maintenance and continuous development of the website, as well as a possible extension of the work assignment to other TUI websites.