TUI

Community-driven holiday content and engagement delivered a 1.7x ROI for TUI

“Our long term partnership with Mumsnet exceeded all expectations. The strong engagement from their community and the authentic connection to families were key to achieving our goals. It’s been fantastic working with Mumsnet to inspire and reach parents planning their next
family holiday.”

- TUI (2024)

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Brief in brief

 Position TUI as the leading choice for family holidays by increasing awareness, enhancing consideration, and driving bookings.

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Opportunity

 Mumsnet is the go-to platform for parents seeking inspiration, advice, and practical tips for planning family holidays. In the last 12 months (Dec 2023–Oct 2024), our campaign drove clicks to TUI and saw fantastic engagement across our content. With parents already turning to Mumsnet for advice on family friendly holidays, our campaign allowed TUI to tap into this audience and position itself as the go-to brand for family getaways.

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Partnership overview

An always on multi-faceted campaign combining community insights, tailored editorial content, interactive discussions, and display ads to position TUI as the go-to brand for family holidays.

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Results

Q1 & Q2

• Ask the community: “Which TUI family holiday would you choose?”
  Pageviews +54% vs KPI, engagements +37% vs KPI, dwell time +71% vs benchmark

• Ask the community: “Travelling with young children: share your top tips”
  Dwell time +165% vs benchmark

• Brand-led article: “The Sensatori by TUI BLUE hotels that Mumsnetters love”
  Pageviews +2% vs KPI, CTR +238% vs KPI, dwell time +100% vs benchmark

• Brand-led article: “We reveal the most popular TUI hotels on the Mumsnet forums”
  Pageviews +22% vs KPI, CTR +633% vs KPI, dwell time +100% vs benchmark

• Brand-led article: “6 incredible lakes and mountains holidays that Mumsnetters love”
  Pageviews +28% vs KPI, CTR +219% vs KPI, dwell time +108% vs benchmark
  
  Q3

• Ask the Expert: “Have you got a holiday question for TUI?”
  Dwell time +10% vs benchmark

• Brand-led article: “Want the convenience of a villa but the amenities of a resort? These fantastic spots are perfect for family holidays”
  Pageviews +158% vs KPI, CTR +73% vs KPI, dwell time +73% vs benchmark

• Competition: “Win a TUI holiday voucher worth £1,000”
  Entries +510% on BM+, 32% opt-in

• Holiday talkboard takeover: Full sponsorship for August
  Impressions +163% vs. KPI, CTR +14% vs. KPI

• Solus email newsletter: “Long-haul & October half-term deals”
  Sends +7% vs KPI

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Download the TUI case study