TUI Employs Artificial Intelligence to Respond to Customers. "They Noticed an Immediate Improvement"

Recently, TUI customers using the tour operator's website can interact with the chatbot Theo – a solution based on artificial intelligence technology. As Kira Drabner, head of the "Customer Voice" program at TUI, explained in an interview with Horizont , as reported by the travel industry website Reise vor-9, the virtual assistant provides answers regarding reservations, flights, and complaints. The goal is to reduce customer waiting times and ensure access to non-stop services. The system was developed by the Dutch company Freeday, and initial customer feedback has been positive, according to the company.

Chatbot improves the quality of information

"Chatbots aren't a cost-cutting tool, but rather a way to ensure high-quality customer service. Tourists notice this immediately," Drabner emphasizes. He adds that quick assistance—whether from a human or a machine—makes customers feel better understood.

TUI already has experience using AI-based solutions. In 2022, Hapag-Lloyd Cruises, a subsidiary of the group, introduced a virtual travel officer, and ChatGPT has been available in the TUI app in the UK since 2023. Subsequent initiatives included the virtual influencer Lena in the Netherlands and the chatbot Claude AI, which supports guest service at the Riu Hotels & Resorts chain.

The pandemic significantly accelerated TUI's digital transformation. Instead of restoring existing systems, the company implemented the Qualtrics platform for customer experience management. Currently, over 10,000 employees regularly use it. In parallel, TUI is developing new methods for measuring customer satisfaction, which translates into continuous improvement of both the system and the quality of the responses. As Drabner notes, these solutions make customer contact more like a conversation than a traditional survey.