TUI Pushes AI and App Bookings as Cruises Drive Earnings

TUI Group said Tuesday that shifting digital habits — including early use of large language models — are reshaping how travelers plan and book trips.

“Distribution is changing. We very much believe in retail,” said CEO Sebastian Ebel on an earnings call. “That’s key, and it’s commercially a sound case because of the margins and because the early sales are strong. We’re seeing and expect a very significant change from web to app and to LLMs and social media.”