7th November 2018.  TUI UK and Ireland’s commitment to sustainable tourism was recognised at the World Responsible Tourism Awards today as the leading travel company won the gold award in the Best for Communicating Responsible Tourism category.

    The accolade acknowledges a communications campaign devised and delivered by TUI UK and Ireland’s sustainability team to raise consumer awareness and promote better understanding and advocacy for responsible tourism issues.   The ‘Better Holidays, Better World’ campaign ran across all TUI UK owned marketing channels over the last year, reaching 4.5m holiday makers, and created a frame-work for on-going communications, which is now also being used in TUI’s other main European markets.

    Jane Ashton, TUI Group Director of Sustainable Development comments:

    “We are delighted to receive this prestigious award.   We take promoting responsible tourism very seriously and believe that while we’re helping customers have their perfect holiday, we can also help build a more sustainable future for everyone by engaging customers on such an important topic.  The campaign captured attention with compelling content including stunning imagery, engaging video and real stories bringing to life the consumer benefits of our sustainably-certified hotels, TUI Collection excursions and carbon-efficient airline, as well as the powerful work our independent charity, the TUI Care Foundation, does in destinations around the world”.

    As well as touching customers directly via a broad spectrum of media channels from blogs to social media and in-flight magazines, the campaign also sought to engage TUI staff and create enhanced appreciation and support across the business.  E-learning modules were created, ‘lunch and learn’ sessions held and a system for regular company-wide updates established.    In addition, marketing guidelines were developed to ensure all marketing and customer experience teams executed clear plans for their channels, aided by the sustainability team.

    Ashton explains:

    “Customers expect the companies they book their holidays with to demonstrate responsibility towards the destinations they operate in.  Our recent customer research shows that 67% of holiday makers like to buy from companies which make positive change in the world, and that figure’s only set to increase.   They also want companies to show them exactly what they are doing to support such change.   This Better World, Better Holidays’ campaign did just that – showcasing how we use tourism as a force for good, whilst promoting the overall importance of responsible travel.   It also enabled us to harness support internally and create a way of communicating for the long term.    Our work in sustainability is now an integrated part of our marketing strategy.  Responsible tourism is no longer ‘niche’ and the way we communicate about it should also be part of the mainstream.”

    The judges were impressed by TUI’s focused approach and commitment to integrate responsible tourism into the core marketing strategy.

    They commented:

    “TUI UK & Ireland have given the same marketing weight to TUI’s ‘Better holidays, better world’ as their other five key messages. They have embedded better business’ storytelling and experiences into the core brand and by doing so, have put responsible tourism at the heart of their offer.”

    TUI launched its’ Better World, Better Holidays strategy in 2015 outlining ambitions and commitments in sustainability.     Three years on and the business has delivered more than 20 million ‘greener and fairer’ holidays1, accomplished 5.5% reduction in CO2 emissions per passenger night in Cruise operations and TUI UK Airlines is the world’s most carbon efficient airline according to independent data2.


    For more information contact pressofficeuk@tui.co.uk  or call 01582 642100.


    TUI won joint gold with Intrepid Group Global

    1Greener and fairer’ holidays are defined as those that include a hotel with a credible sustainability certification recognised by the Global Sustainable Tourism Council (GSTC)

    2 2017 atmosfair Airline Index – an independent climate change organisation

    TUI Care Foundation

    Building on the potential of tourism as a force for good, the TUI Care Foundation supports and initiates partnerships and projects which create new opportunities for the young generation and contribute to thriving destinations all over the world. Connecting holidaymakers to good causes, the TUI Care Foundation fosters education and training initiatives to open up new opportunities and perspectives for young people, the protection of the natural environment in holiday destinations and sustainable livelihoods in thriving destinations where local communities can benefit even more from tourism. TUI Care Foundation works global and acts local – it builds on strong partnerships with local and international organisations to create meaningful and long-lasting impact. The charitable foundation values transparency and the efficient use of funds. Therefore; 100% of the donations go to partners and projects with all operating costs of the foundation covered by TUI. TUI Care Foundation was founded by TUI, the world’s leading tourism business, and is based in the Netherlands


    TUI Group is the world’s number one integrated tourism group operating in around 180 destinations worldwide. The company is domiciled in Germany. TUI Group’s share is listed in the FTSE 100 index, the leading index of the London Stock Exchange and in the German open market. In financial year 2016/17, TUI Group recorded turnover of €18.5bn and an operating result of €1.102bn. The Group employs 67,000 people in more than 100 countries.

    TUI offers its 20 million customers comprehensive services from a single source. It covers the entire touristic value chain under one roof. This comprises leading tour operator brands and 1,600 travel agencies in Europe, five European airlines with around 150 modern medium and long-haul aircraft, more than 300 Group-owned hotels and resorts with premium brands such as RIU and Robinson. With cruise ships ranging from the MS Europa and MS Europa 2 luxury class vessels to the “Mein Schiff” fleet of TUI Cruises and the vessels of Marella Cruises in the UK, TUI is also strongly positioned in the growing cruise sector. Global responsibility for sustainable economic, ecological and social activity is a key feature of our corporate culture. The TUI Care Foundation builds on the potential of tourism as a force for good by initiating projects that create new opportunities for the next generation and contribute to thriving destinations all over the world.


    TUI UK and Ireland, part of TUI Group, is the business behind the TUI, First Choice and Marella Cruises brands, as well as Crystal Ski Holidays and TUI Lakes & Mountains. Sub brands include TUI Sensatori, TUI Family Life, TUI Sensimar, First Choice Holiday Villages and SplashWorld Resorts.