ABTA: Travel industry communication must 'innovate', claims TUI boss

The travel industry needs to communicate with its consumers in "creative and innovating" ways through its marketing activity, according to TUI boss Johan Lundgren.

TUI: boss calls for more innovation in marketing
TUI: boss calls for more innovation in marketing

Johan Lundgren, managing director, northern region, TUI, told Marketing at the ABTA Travel Convention in Palma Mallorca that the immediate marketing spend in the travel industry is "low", which puts it at a "significant disadvantage" when competing with other industries for "customers' money".

Lundgren said one of the challenges the travel industry faces with increasing marketing spend is its "high distribution and legacy costs" that curtail "funding mechanisms" for marketing activity.

He said: "There has to be a way of looking at distributing the other resources you have and to be creative and innovating in the way you communicate with customers."

Lundgren identified social media sites Facebook and Twitter as an area that TUI will invest in with its future marketing efforts, while Peter Long, chief executive, TUI, said at the Convention today.

He said: "We want to become an online driven company. We've started that journey but we've got a long way to go."

Follow @LoullaMae_ES on Twitter

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).