Here’s a bold statement: the future of travel planning is no longer in your hands—it’s in the hands of AI. But here’s where it gets controversial: Europe’s largest travel operator, Tui, is betting big on artificial intelligence to reshape how we dream about and book our vacations. And this is the part most people miss—it’s not just about chatbots answering questions; it’s about creating emotional connections through AI-generated ‘inspirational’ videos and content. Yes, you heard that right.
Tui’s CEO, Sebastian Ebel, has revealed that the company is pouring resources into Generative Engine Optimisation (GEO), the next evolution of traditional SEO. While old-school SEO relied on keywords and backlinks to climb search rankings, GEO is all about getting your product recommended by AI chatbots like ChatGPT and Gemini. How? By strategically placing content in message boards, videos, and datasets that these AI agents analyze to craft their responses. Think of it as the digital equivalent of whispering in the ear of a trusted friend—except that friend is an algorithm.
Here’s the kicker: Ebel believes this shift will help Tui break free from Google’s dominance. By partnering with large language models and social media giants like TikTok, Tui aims to meet customers where they already spend their time. “We’re not just optimizing search,” Ebel explains, “we’re broadening our reach and getting closer to platforms like ChatGPT and TikTok.” But does this mean Google’s days as the gatekeeper of travel planning are numbered? That’s a debate for another day.
This move comes at a time when AI agents—think of them as your personal digital concierge—are becoming the norm for online shopping. From OpenAI to Microsoft, tech giants are rolling out AI features that let users search for products and even complete purchases through chatbots. Tui is riding this wave, using AI not just for videos but also for voice and chat agents that handle customer service. Remember when Tui first launched ChatGPT in its app back in 2023? It wasn’t all smooth sailing—the bot struggled with basic conversations. But hey, even the best of us have a learning curve.
And this is the part most people miss: While Tui’s profits soared 20% to over €1 billion last year, the company is also tightening its belt. Plans are in place to cut costs by €250 million by 2028, though Ebel insists this isn’t about slashing jobs. “Our workforce is evolving, and we’re becoming more efficient,” he says. But here’s the question: Can Tui grow while cutting costs without sacrificing its workforce? That’s a tightrope walk worth watching.
Despite these efforts, Tui’s shares have dropped 34% over the past five years, leaving Ebel “very unsatisfied.” The company’s new dividend policy might help, but will it be enough to win back investors? Meanwhile, there’s good news for travelers: Ebel hints that the era of sky-high inflation might finally be behind us, with holiday bookings for 2026 looking promising. Greece, the Balearic Islands, and Turkey are already trending—but will AI be the secret sauce that keeps Tui ahead of the competition?
Here’s a thought-provoking question for you: As AI takes over more aspects of travel planning, are we losing the human touch that makes vacations special, or is this just the next step in evolution? Let us know in the comments—we’d love to hear your take!
