Tui Travel’s ‘unique’ product strategy has taken years to develop but is now operating “at a higher level”, according to UK boss Dave Burling.

The Tui UK managing director said: “This is not a journey we started this year.

“We have customers who are higher value, who seek out our unique products and book earlier.”

Burling identified three “ingredients” to the strategy: “expertise, long-standing hotel partners and scale”.

He said: “We have a strong team working in product design and development.

“The team from Thomson combined with First Choice, whose Holiday Village concept is 10 years old – and in my view Holiday Village is still the best high-volume family product in the market.

“Our hotel partners are a big part of the formula. Some go back 20 years and they trust us.

“Take Atlantica Hotels & Resorts, which operates properties in Greece and Cyprus. It opens new-builds like Sensatori Crete but will also work with us on a major renovation of Aphrodite Hills this winter.”

Burling added: “Our scale is impossible to replicate. We are market leader not just in the UK but across Europe. It gives us buying power.

“It allows us to drive down prices for our customers and gives us the distribution to sell products in high volume. Only Tui can do that.

“The combination of expertise, hotel partners and scale is the way we deliver. I’m talking about the UK, but this is happening across Europe.”