TUI uses audio content on its website to help vacationers choose their trip

Background

Every year, TUI offers its customers thousands of vacations, tours, and city trips around the world. Choosing a destination involves comparing accommodations, package options, and experiences that vary greatly from one another—a decision based as much on personal preference as on information.

On the website, product pages and list pages contain a large amount of content: descriptions, reviews, and practical details. But with just a few clicks, visitors don’t always have time to read everything, risking missing out on information that could make all the difference in their decision.

TUI therefore wanted to explore a new format to help its visitors find their ideal vacation by making the information more engaging and accessible.

The project

The goal of EKOO is to help visitors choose their vacations by providing the information and advice that make all the difference in their search for the perfect getaway.

Four audio clip formats have been implemented on product detail pages (PDPs) and product listing pages (PLPs):

Description: generic audio clips found on both PDPs and PLPs to describe locations and stays;
"Details," located further down on the product page, provides more information about the trip's features, hotel activities, and culinary highlights;
Tours, dedicated to package tours;
City Trip, designed for short city stays.

Each podcast episode complements the product description by offering a more immersive experience, designed to be listened to when the visitor is still deciding between two destinations.

The results

The project quickly took shape on the site, with 49 audio clips produced, divided among the four formats:

30 "Customer Testimonials" capsules—the cornerstone of the system—featured on nearly all product pages;
13 "Details" boxes, located further down the page, provide more in-depth product information;
4 "Circuits" features, to kick off the organized travel category;
2 City Trip capsules, being tested for short urban getaways.

Each video clip is also automatically transcribed. These transcripts enrich the content of product listings and help boost their visibility on search engines, generative search engines (GEO), and large language models (LLM).

With this feature, TUI transforms the process of discovering its vacation packages into a more engaging experience, where a voice guides travelers all the way through the booking process.

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