TUI Group launches a new content hub: travel.me. The portal aggregates content of the world’s number one tourism group to enhance its visibility and searchability on a joint platform. travel.me ties together content from around 600 social media channels of TUI Group’s almost 300 global travel brands – including Facebook, Twitter, Instagram and Youtube. The content hub also digitally presents exclusive TUI Group content previously solely available in analogue format.
“TUI’s brands range from airlines to cruises and from hotels to tour operators. Each of them has a genuine treasure of stories, now recovered through travel.me. For the first time, we tie together the content of all brands under one digital roof – in line with our oneBrand strategy. Thanks to multiple content use, we have created the largest branded content portal in the tourism sector”, said Magnus Hüttenberend, Head of Digital Communications at TUI Group.
The online magazine forms part of TUI’s efforts to present a more global and modern brand. In the framework of the oneBrand strategy, previously independent local brands are currently migrating to TUI. A pan-European advertising campaign was recently announced in eight source markets.
From its start, travel.me will be available in two language versions, German and English. The content from the various channels is automatically fed into the system, reviewed with some content curated by editors, and subsequently output on travel.me. Users may directly like or share most content on travel.me without leaving the site. Further languages and channels and the incorporation of user-generated content and live feeds from special events are under development. The centrepiece of navigation is interactive screening, enabling users to navigate across a world map with a mouse or their finger and get all content regarding a destination or theme displayed.
Berlin-based Blumberry agency is responsible for the concept and the implementation of the new platform. Gerald Selch, member of the management: “travel.me is a an editorially managed content hub, automatically getting more powerful every day. Our technology enables us to monitor and efficiently output content from a large number of channels. travel.me is TUI Group’s content backbone, immediately increasing the visibility of the individual channels: Plus: The site is simply fun. And it keeps growing every day.”