With Royal Mail research pointing to much higher usage of direct mail as well as print catalogues performing well; it comes as little surprise to learn that TUI is reversing its decision to stop producing holiday brochures. Customer research showed that brochures are still an important part of the customer journey and that has led the decision by TUI to continue to publish and make brochures available.
The company said that it was describing its previous brochure reduction strategy as a brochure evolution strategy after finding that having access to quality printed brochures was very important to many of its customers whilst choosing with family members where best to spend their holidays. Given the high AOV of holiday bookings, the cost of producing brochures is minimal.
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