“Although the summer was marked by a monthly challenge, we fared rather well.”
That said, it was a fairly mixed summer, Christophe Fuss, CEO of TUI France, described yesterday during a lunch held on the margins of the IFTM.
Indeed, after a strong start, bookings slowed down last winter after the start of the war in the Middle East.
“We first put in place a plan B to allow customers to change their destination up to two weeks before departure. Then, in June, we supported last-minute bookings and rekindled customers’ interest by offering free travel for one child up to twelve years old,” summarized Christophe Fuss, according to whom “little by little, the high season is sliding toward September.”
That said, it was a fairly mixed summer, Christophe Fuss, CEO of TUI France, described yesterday during a lunch held on the margins of the IFTM.
Indeed, after a strong start, bookings slowed down last winter after the start of the war in the Middle East.
“We first put in place a plan B to allow customers to change their destination up to two weeks before departure. Then, in June, we supported last-minute bookings and rekindled customers’ interest by offering free travel for one child up to twelve years old,” summarized Christophe Fuss, according to whom “little by little, the high season is sliding toward September.”
There Are Still Positive Points
« If winter bookings begin in the wake of summer, there are still positive points, » continues Christophe Fuss. And he cites the restart of the United States, the success of Egypt, Latin America which « performs and confirms its growth potential » and Asia that is picking up well.
For “to support its commercial momentum”, TUI France has, moreover, launched three sales challenges (from September 10 to November 30, 2026) on three of its flagship destinations: Thailand, Vietnam and Cambodia.
Another source of satisfaction for Christophe Fuss is the strong success of the “Gamme Saveurs” (around ten destinations) launched by Nouvelles Frontières at the end of last year, and the genuine enthusiasm generated by the “voyages événements” conceived around a festival, a concert, a Grand Prix of Formula 1, a solar eclipse, etc.
While still hoping for a “return to normal”, TUI France has, to secure its future, adapted its marketing strategy by introducing with Primos to promote early bookings (promotional offers allowing travel at reduced prices for the winter season) and is working on its brands’ communications to respond to the likely strong last-minute demand this winter and potentially again next summer.
For “to support its commercial momentum”, TUI France has, moreover, launched three sales challenges (from September 10 to November 30, 2026) on three of its flagship destinations: Thailand, Vietnam and Cambodia.
Another source of satisfaction for Christophe Fuss is the strong success of the “Gamme Saveurs” (around ten destinations) launched by Nouvelles Frontières at the end of last year, and the genuine enthusiasm generated by the “voyages événements” conceived around a festival, a concert, a Grand Prix of Formula 1, a solar eclipse, etc.
While still hoping for a “return to normal”, TUI France has, to secure its future, adapted its marketing strategy by introducing with Primos to promote early bookings (promotional offers allowing travel at reduced prices for the winter season) and is working on its brands’ communications to respond to the likely strong last-minute demand this winter and potentially again next summer.
A Premium Collection for the Clubs
Beyond these short-term adjustments, Christophe Fuss notes that « our market is transforming deeply. Price is becoming an increasingly decisive criterion, offers are becoming uniform, and even the world of Clubs is becoming commonplace. »
In fact, he analyses that « value moves toward the lived experience ». « The difference is made by the experience we give customers, by the memories we create. And that is what fosters brand loyalty. »
In this context, TUI France already has « the most complete and most segmented range of Clubs on the market »: 15 Marmara Clubs and 7 Lookea Clubs, including two new ones, Lookéa Club in Salvador de Bahia and Lookéa Club in Juan Dolio in the Dominican Republic. It is complemented by the TUI Selected Collection.
However, to “take a new step in its value-creation strategy”, TUI France has decided to launch a Premium Collection Club Marmara & Club Lookéa. This selection of establishments meets the expectations of a clientele seeking more exclusive experiences, with enhanced services and a higher level of comfort.
This new offering illustrates TUI France’s ambition to move upmarket while remaining faithful to the DNA of its brands and their experiential promise.
This Premium Collection also aims to attract a CSP+ client base seeking more personalized experiences and more curated environments.
Six clubs join this Premium Collection in winter 2026/27: the new Lookéa Vila Galé Marés Bahia Club in Brazil (from €1,997 per person all-inclusive, flights included); the Lookéa Nile Monarch cruise in Egypt (from €1,036 per person all-inclusive, flights included with a bonus of 5 excursions including the Valley of the Kings, Karnak, the Temple of Philae, etc.); the Lookéa Makadi Oasis Club in Egypt as well (from €1,095 per person per week); the Lookéa Kiwengwa Beach Resort in Zanzibar, the Lookéa Viva Miches in the Dominican Republic, and the Marmara Catalonia Playa Maroma 5* in Mexico.
In fact, he analyses that « value moves toward the lived experience ». « The difference is made by the experience we give customers, by the memories we create. And that is what fosters brand loyalty. »
In this context, TUI France already has « the most complete and most segmented range of Clubs on the market »: 15 Marmara Clubs and 7 Lookea Clubs, including two new ones, Lookéa Club in Salvador de Bahia and Lookéa Club in Juan Dolio in the Dominican Republic. It is complemented by the TUI Selected Collection.
However, to “take a new step in its value-creation strategy”, TUI France has decided to launch a Premium Collection Club Marmara & Club Lookéa. This selection of establishments meets the expectations of a clientele seeking more exclusive experiences, with enhanced services and a higher level of comfort.
This new offering illustrates TUI France’s ambition to move upmarket while remaining faithful to the DNA of its brands and their experiential promise.
This Premium Collection also aims to attract a CSP+ client base seeking more personalized experiences and more curated environments.
Six clubs join this Premium Collection in winter 2026/27: the new Lookéa Vila Galé Marés Bahia Club in Brazil (from €1,997 per person all-inclusive, flights included); the Lookéa Nile Monarch cruise in Egypt (from €1,036 per person all-inclusive, flights included with a bonus of 5 excursions including the Valley of the Kings, Karnak, the Temple of Philae, etc.); the Lookéa Makadi Oasis Club in Egypt as well (from €1,095 per person per week); the Lookéa Kiwengwa Beach Resort in Zanzibar, the Lookéa Viva Miches in the Dominican Republic, and the Marmara Catalonia Playa Maroma 5* in Mexico.
An Experience-Based Segmentation for Nouvelles Frontières
For its 2027 Collection, Nouvelles Frontières (85 destinations planned including two new ones: Salvador and Nicaragua, 350 itineraries and 78 new offerings) has also undertaken to clarify its various experiences to enrich its journeys.
If its offering was already organized around four major segments (escorted tours, self-guided tours, urban getaways, events-based itineraries), this segmentation is now complemented for tours and self-guided trips by seven ranges of experiences: Essentiel, immersive, Grand Voyage, discovery and Relaxation, En étoile, Privé and Saveurs.
Thus, as explained by Jean-Baptiste Delsuc, director of the tour- operating arm, “Nouvelles Frontières will no longer distinguish its trips solely by destination but also by the nature of the experience offered.”
If its offering was already organized around four major segments (escorted tours, self-guided tours, urban getaways, events-based itineraries), this segmentation is now complemented for tours and self-guided trips by seven ranges of experiences: Essentiel, immersive, Grand Voyage, discovery and Relaxation, En étoile, Privé and Saveurs.
Thus, as explained by Jean-Baptiste Delsuc, director of the tour- operating arm, “Nouvelles Frontières will no longer distinguish its trips solely by destination but also by the nature of the experience offered.”
In addition, Nouvelles Frontières now relies on the TUI ecosystem to enrich the experiences offered to its clients, leveraging the complementarity of its various brands. Example: in Brazil, after discovering the country’s cultural riches on a circuit, its customers will be able to extend their stay in the Premium environment of the new Lookéa Vila Galé Marés Bahia Club.
Written by Amelia Brille 
