Identify the case issue(s), provides support, or contradiction, for the case issue(s), minimum repetition of case details, use (at least 2) additional research reference and provide appropriate citations regarding TUI T.
UI Deutschland is Germany’s leading tour operator. Targeted pricing is vital in its market, with the travel company that sets prices to accommodate customers’ preferences and habits gaining a competitive advantage. “In the past, decision-making processes were not clear,”
explains Matthias Wunderlich, head of Business Intelligence at TUI Deutschland GmbH.“There were too many gaps in the system, since the information needed to make pricing decisions was hidden in different places. The result was a pricing process that was complex, laborious, timeconsuming, and occasionally inconsistent.”
Wunderlich’s team developed a new information system to make this process more effective. Used for the first time for the destination of Tenerife in 2010, it organizes historical booking data, making relevant information available to pricing specialists. They define the desired margin for a destination and specify parameters for results. The system calculates combinations and dependencies until the optimum result is achieved. It forecasts which group of customers will drive demand for particular accommodations at each point of the season, from coastal hotels for families during the school holidays to luxury hotels with first-class amenities for premium customers during the low season.
