TUI Spain, a division of the global travel leader TUI Group, has introduced Blue Weeks, a fresh take on the traditional Black Friday promotion.
From now until December 2nd, 2024, the campaign offers a 7% discount on all 2025 travel bookings, appealing to a broad range of customers, from couples to families.
The name "Blue Weeks" symbolises the brand’s identity and emphasises an uplifting message. By extending the promotional period to two weeks, TUI aims to give customers greater flexibility to plan their trips.
The Blue Weeks campaign not only drives early bookings but also sheds light on evolving travel preferences among customers in Spain:
Sales Surge: Bookings during promotional periods typically see a 50% increase compared to other times of the year.
Travel Duration: Trips lasting 7 to 10 days are the most popular, as they allow for an immersive exploration of destinations.
Customer Demographics:
· Couples dominate bookings, making up over 50%, particularly for honeymoon packages.
· Families and friend groups also contribute significantly, favouring trips designed for shared experiences.
Top Destinations: Medium and Long-Haul
Customer preferences during similar promotions highlight trends in destination choice:
Medium-Haul Favourites: In 2023, Spanish travellers favoured destinations like Finland, Germany, Italy, Turkey, and Greece, marking a shift from pre-pandemic favourites such as Norway, Egypt, and Jordan.
Long-Haul Leaders: The U.S., Japan, Kenya, Costa Rica, and Thailand continue to captivate long-haul travellers, maintaining trends seen in 2019.
The majority of bookings are for trips starting after Easter, with peak demand falling between June and September.
A Global Milestone for TUI
This year’s Blue Weeks campaign is a first for TUI, uniting Spain, Portugal, and Latin America under a single promotional initiative. While Spanish and Latin American customers benefit from a 7% discount, the offer is slightly adjusted to 5% in Portugal, tailored to local market preferences.
As TUI Spain transforms the traditionally retail-driven Black Friday into a customer-focused, emotionally resonant Blue Weeks, it aims to improve long-term connections while encouraging travellers to plan their perfect 2025 holidays.
