People
Luxury, customization and experience: TUI at MASTERS EXPO
Although TUI has been a familiar face at MASTERS EXPO for years, not everyone can relate. Suzanne Goossen, Director of Marketing & Sales for TUI Netherlands & Belgium, explains why the tour operator and the trade show are truly a perfect fit. "Luxury, customization, and experience are just as natural to us as reliability and convenience." Expect a booth that inspires and engages.
Yesterday I spoke to a trade show visitor who was surprised that TUI was at MASTERS EXPO. Do you understand their surprise?
Yes, I understand. Many people know TUI primarily for its sun holidays, but we're so much more than that. We manage our own hotels, aircraft, cruise ships, and on-site services. This gives us control over quality, allowing us to deliver top-notch (custom) travel even in the high-end segment. Our presence at MASTERS EXPO demonstrates that luxury, customization, and experience are just as much a given for us as reliability and convenience.
How does TUI's product range meet the needs and expectations of MASTERS EXPO visitors – an audience of entrepreneurs, tastemakers, and bon vivants?
Our luxury offerings are tailored to lifestyle. We offer wellness and wine retreats for couples, high-end family resorts with nanny services and spas, luxury cruises with suites and fine dining, and road trips with private chauffeurs. We even offer customized corporate travel through our Groups & Incentives division. We're seeing entrepreneurs increasingly want to reward or inspire their teams with unique experiences: a culinary wine tour through Tuscany, a joint marathon in New York, or an inspirational desert retreat. TUI Groups & Incentives takes care of everything. These customers seek convenience, control, and refinement—exactly what we offer, with complete peace of mind.
What do you think is the added value of a physical presence at a trade fair like MASTERS EXPO, where experience and quality are central?
Experience is something you have to feel. By being at the trade fair, we can create that experience through personal contact, inspiring stories, and personal travel experiences. In a setting that feels like a vacation, with delicious cocktails, fine wines, and tasty snacks. And precisely tailored advice for an unforgettable trip requires listening, feeling, and trust. And that's why we're at MASTERS EXPO.
TUI is traditionally known for its accessible holidays. How do you ensure that the high-end segment feels truly seen and heard within your offering?
Through personalized service via the customer's preferred channel. Whether you meet a travel designer at home, call a specialist, or contact them digitally via the app, we ensure everything runs smoothly—before, during, and after your trip. Customers also greatly appreciate our reliability. They have a single point of contact and trust that we remain in control, even in unexpected situations. As a full-service operator, we offer not only the most beautiful experiences but also security and control. We always have someone available—worldwide, 24/7—so that every trip is carefree, no matter how exclusive or adventurous.
What does a typical high-end TUI customer look like? And how does this traveler differ from the traditional TUI profile?
This client wants complete peace of mind and a worry-free experience. They often lead busy lives, travel more frequently but for shorter periods, and seek meaningful luxury. They want to be surprised by unique locations and authentic experiences, without compromising on comfort or service. With us, that ranges from a city break to a wonderful cruise with an extension in the Maldives, or from a fully catered marathon trip to one of the major cities to an incentive trip for the entire company. Those pure experiences make all the difference.
How do you specifically connect with different target groups within the luxury segment – think families, couples, cruise travelers, and adventurous explorers?
We design our products around lifestyles and needs. For families, there are resorts with nanny services, couples seek adults-only retreats, cruisers crave comfort and privacy, and adventurers explore Patagonia with guides. Because we work with a large group of experts across all demographics, we deliver truly customized experiences.
Suppose a MASTERS visitor walks past your booth and says, "I want something unique and unforgettable, but I don't know what yet." How do you approach such a request?
"It all starts with listening. We ask about your interests, pace, preferences, and style. Based on that, we make suggestions—sometimes classic, sometimes surprising. We build the trip together, with creative interpretation, but always within the desired experience and quality standards."
To what extent has customization become crucial within your offering? Can you give an example of a trip that was truly designed from start to finish around the customer?
Customization is essential. This applies to both the planning of the trip itself and the support provided during the journey. And that's where TUI, as a global player, can make a difference; we have a global presence to always provide the right service. This provides peace of mind: a single point of contact, anytime, anywhere, so they can fully immerse themselves in the experience. Customization doesn't stop when the trip is booked. Even after your return, we're there with tips for new adventures or special member events, ensuring the travel experience continues.
What role does technology play in personalizing luxury travel – from orientation to after-sales service?
Technology makes travel easier; it accelerates convenience. Customers can select, combine, and plan themselves via our app, receiving proactive updates and suggestions along the way. But always with human backup, because the real magic lies in personal attention. We combine high-tech with high-touch: smart data and digital tools accelerate convenience, but always with a familiar face who thinks along with you. Local experiences play a major role in experiencing the perfect holiday. We can also offer exclusive excursions within our offering. Visit exclusive locations with a small group, inaccessible to others.
