TUI Travel has revealed that its digital transformation project - One Mainstream - has helped to drive a nine percent increase in online bookings this summer.
The company’s One Mainstream project, which began in 2012, involved moving from multiple online and back end platforms to a single platform to improve efficiencies.
In a trading update today, Peter Long, chief executive of TUI Travel PLC, said: “Our strong trading and market performance continues to be driven by increased customer demand for unique holidays and higher conversion rates from our web platforms, driven by our digital transformation strategy.”
The travel company said that the nine percent growth for summer 2014 means that online bookings now account for 37 percent of summer holidays booked, up by three percentage points on last year.
In its German business, online bookings grew particularly strongly, up by 19 percent.
Meanwhile, in the UK, TUI said that its online bookings for winter 2014/15 have increased by 11 percent, accounting for 47 percent of bookings. Again, this is up three percent on the prior year.
“As a result of our successful strategy, we are confident of achieving full-year underlying operating profit growth of at least nine percent on a constant currency basis, versus our previous guidance of seven percent to 10 percent,” TUI said in its update.
TUI released its update ahead of its preliminary results for the year ended 30 September 2014, due to be published on 4 December.
Earlier this year, TUI UK & Ireland, said it had implemented a system from Pegasystems that joins up customer data from the time of booking to post-travel, to enable it to offer customers a more personalised service, and to reward loyal customers more effectively.