TUI Launches a New Holiday Package Model Under X-TUI
A Shift Toward More Flexible Travel Options
Starting this August, TUI is rolling out a major change to its dynamic package holidays offered under the X-TUI brand. The traditional all-in-one holiday format is getting a leaner, more customizable makeover. From now on, X-TUI packages will only include flights and hotel accommodation. Extras like airport transfers and train tickets—once standard—will now be optional add-ons.
Why the Change?
TUI says this new approach is designed to offer travelers more flexibility while keeping the core experience high-quality. According to TUI Germany CEO Benjamin Jacobi, the goal is to strip out unnecessary features while still giving customers the chance to build their ideal holiday. If travelers want extras like transfers, rail connections, car rentals, or excursions, they can now add them on à la carte—many through TUI Musement’s platform.
Targeting Budget-Conscious Travelers
This update seems to be geared especially toward price-sensitive travelers who want more control over what they pay for. By offering a simplified package with optional extras, TUI aims to remain competitive in price comparisons—something that’s becoming increasingly important in the online travel booking world. A similar model is already being used by competitor Alltours under its “Byebye” brand, which has never included train travel in its packages.
Where These Packages Are Most Popular
TUI reports that X-TUI packages are especially popular for sunny destinations like Greece, the Balearic Islands, the Canary Islands, and Turkey. While the company hasn’t revealed how much of its overall revenue comes from these dynamic packages, the demand clearly supports this more flexible model.
The Bigger Picture: More Choice, More Independence
Travel experts suggest that removing transfers from standard packages could lead to increased demand for car rentals, giving travelers more freedom to explore at their own pace. This move might mark the beginning of a wider industry trend, where holidaymakers are no longer tied to rigid itineraries and instead can tailor their trips to match personal preferences and budgets.
For more insights into TUI’s revamped offerings, details from their late-June product launch event shed light on what’s coming next.
