As travellers look to upgrade their holidays in search of post-Covid travel experiences, TUI is on a mission to broaden its provide beyond the package vacation. Two years ago, the travel company was front and centre within the news as it slowly crumbled under the crushing weight of its own debt. Now the brand is again available on the market, rebuilding online with a model new proposition. The travel big praises its “high advertising efficiency” for delivering its strongest ever quarter, after shifting priorities from efficiency advertising to brand building. While the pandemic-driven caution of travellers hasn’t completely disappeared, there’s renewed hope for travel manufacturers that holidays are again on the agenda in 2022.

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