Tui responds to late booking demand with customer support initiative

A new service is being offered by Tui agents to support consumers wary about making bookings close to departure.

Available in Tui agencies until July 18, the ‘Last Minute, Holiday Check It’ service enables customers to book dedicated appointments in-store or via telephone.

During each session, Tui travel experts will provide tailored advice, answer questions on new or existing bookings and help customers narrow down options, ensuring they feel confident in their decision, even at short notice. 

The initiative comes as late booking demand continues to build across the industry.

It comes as a study of 2,000 adults by the company found that booking closer to departure is often associated with increased pressure, with almost half (48%) agreeing it intensifies the need to “get it right”.

Many people also report feeling anxious (29%) and overwhelmed (21%) when making last-minute holiday decisions. 

The most common concerns cited when booking last minute include paying more than necessary (36%), feeling rushed into making a decision (34%), and worrying about making the wrong choice (27%). 

Reflecting this, almost a quarter of respondents (24%) said speaking to someone who can answer their questions would help build confidence, while 20% highlighted the value of advice from a travel agent. 

Tui UK retail, omnichannel and third party sales director Jill Cunningham said: “In the current environment, we’re seeing customers increasingly favour the flexibility that comes with booking closer to departure.

“However, shorter lead times can also add pressure to the decision-making process, with less time to compare options and feel confident in the final choice. 

She added: “Our research highlights just how important expert support is at this stage, whether that’s through our own retail teams or the independent travel agents we work with across the UK. 

“Our ‘Last Minute, Holiday Check It’ service is designed to boost customer confidence, spark last-minute holiday conversations and highlight the value travel experts bring every day. 

“With more customers booking late, it reinforces that there are trusted experts on hand to help customers make the right decision even close to departure.”