{"id":55638,"date":"2017-07-25T15:18:29","date_gmt":"2025-10-10T12:49:50","guid":{"rendered":"https:\/\/www.elixirr.com\/en-gb\/?post_type=case_study&#038;p=55638"},"modified":"2025-11-06T13:27:33","modified_gmt":"2025-11-06T13:27:33","slug":"tui-group-developing-a-technology-strategy","status":"publish","type":"case_study","link":"https:\/\/www.elixirr.com\/en-gb\/case-studies\/tui-group-developing-a-technology-strategy\/","title":{"rendered":"TUI Group: developing a technology strategy"},"content":{"rendered":"<section\n    class=\"wp-block-text-block edwp-block layout--spacing-y bg--none\"\n    >\n    <div class=\"wp-block-text-block__container container fade-in\">\n        <div class=\"wp-block-text-block__content wysiwyg\">\n            <p>Fierce competition from digital players is threatening traditional business models. This travel company engaged us to help keep them agile &amp; relevant in the market. A complex problem, and here\u2019s how we approached it\u2026<\/p>\n<p>Information intensive industries are particularly subject to digital disruption. This has been seen in a variety of industries and none more so than travel. Companies like Uber, Airbnb, and TripAdvisor have profoundly disrupted existing vertically integrated travel business models.<\/p>\n<p>These digital players offer seamless, personalised online experiences that pose a threat to asset-intensive businesses like this one. So, they selected us to help them develop a technology strategy that would keep them agile\u00a0<em>and<\/em>\u00a0relevant in the market.<\/p>\n<h3>Why Elixirr?<\/h3>\n<p>This global travel company were looking for a strategic partner that deeply understood its organisation, the market environment, the emergence of new, non-traditional competitors, and the necessary trade-offs that needed to be made between local \u2018freedom\u2019 and a central \u2018framework\u2019. In order to address this very complex problem, we partnered with the IT leadership team to develop a Group IT strategy that would support the delivery and execution of this new digital and technology vision for the organisation.<\/p>\n<p>They considered us the right strategic partner for them because of\u00a0our comprehensive knowledge of emerging industry trends and technology\/platform responses to disruption. They were confident we could help them successfully challenge the status of in-flight technology programmes and improve ways of working in IT to help them move to a sustainable digital future.<\/p>\n        <\/div>\n            <\/div>\n<\/section>\n\n\n    <section\n        class=\"wp-block-cards edwp-block layout--spacing-b bg--none wp-block-cards--columns-3  wp-block-cards--content\"\n        >\n        <div class=\"container wp-block-cards__container\">\n            <div class=\"edwp-component edwp-fade-in wp-block-cards__content\">\n            <h2 class=\"wp-component-heading wp-component-content__title text--h2\">\n     <\/h2>                        <\/div>                                        <div class=\"wp-block-cards__cards edwp-row-load\">\n                    <article class=\"wp-component-card edwp-component wp-component-card--content wp-component-card--no-image wp-block-cards__card        edwp-fade-in\">\n        <div class=\"wp-component-card__content edwp-row-load\">\n                                \n            <h2 class='wp-component-card__title'>\n                01 Overview\n            <\/h2>\n                                            <div class=\"wp-component-card__description\">\n                    Information intensive industries are particularly subject to digital disruption. It\u2019s been seen in a variety of industries and none more so than travel. Companies like Uber, Airbnb, and TripAdvisor have profoundly disrupted existing vertically integrated travel business models. These digital players offer seamless, personalised online experiences that pose a threat to asset-intensive businesses like this one. So, they selected us to help them develop a technology strategy that would keep them agile and relevant in the market.                <\/div>\n                                                                                        <\/div>\n<\/article>\n<article class=\"wp-component-card edwp-component wp-component-card--content wp-component-card--no-image wp-block-cards__card        edwp-fade-in\">\n        <div class=\"wp-component-card__content edwp-row-load\">\n                                \n            <h2 class='wp-component-card__title'>\n                02 Outcome\n            <\/h2>\n                                            <div class=\"wp-component-card__description\">\n                    Development &amp; deployment of IT strategy &amp; \u2018next generation\u2019 IT operating model. Consolidation of multiple data centres with a \u2018Cloud First\u2019 strategy.                <\/div>\n                                                                                        <\/div>\n<\/article>\n<article class=\"wp-component-card edwp-component wp-component-card--content wp-component-card--no-image wp-block-cards__card        edwp-fade-in\">\n        <div class=\"wp-component-card__content edwp-row-load\">\n                                \n            <h2 class='wp-component-card__title'>\n                03 Method\n            <\/h2>\n                                            <div class=\"wp-component-card__description\">\n                    End-to-end\u2019 review from customer experience to back end capabilities. Engagement of senior stakeholders &amp; implementation of \u2018Freedom in a Framework\u2019.                <\/div>\n                                                                                        <\/div>\n<\/article>\n                <\/div>\n                                            <\/div>\n    <\/section>\n\n\n<section\n    class=\"wp-block-banner edwp-block layout--spacing-y bg--secondary wp-block-banner--content-right\"\n    >\n    <div class=\"container wp-block-banner__container\">\n        <div class=\"edwp-component edwp-fade-in wp-block-banner__content\">\n            <h2 class=\"wp-component-heading wp-component-content__title text--h1\">\n    The challenge<\/h2>                <div class=\"wp-component-content__content wp-component-content__content--cols-1 wysiwyg\">\n                            <div class=\"wp-component-content__column\">\n                    <p>They were looking to drive profitable business growth by enabling a single view of the customer, at the same time as improving the efficiency of their core, legacy infrastructure. Although Group IT were developing a number of technology solutions and reforms, local IT teams would need to continue to enjoy the freedom to adapt technologies to meet their market needs.<\/p>\n                <\/div>\n                    <\/div>\n                    <\/div>            <\/div>\n<\/section>\n\n\n<section\n    class=\"wp-block-banner edwp-block layout--none bg--secondary wp-block-banner--content-right\"\n    >\n    <div class=\"container wp-block-banner__container\">\n        <div class=\"edwp-component edwp-fade-in wp-block-banner__content\">\n            <h2 class=\"wp-component-heading wp-component-content__title text--h1\">\n    The approach<\/h2>                <div class=\"wp-component-content__content wp-component-content__content--cols-1 wysiwyg\">\n                            <div class=\"wp-component-content__column\">\n                    <p>The key approach was engaging with senior stakeholders and bringing next generation capabilities from Elixirr to work alongside their executives and staff to support their step-change in technology capability.<\/p>\n<p>In partnership with their Group CIO and the IT leadership team, we supported this company in the development of a group-wide IT strategy that aligned to their overall business strategy. This outlined the agreed strategic vision for technology, the key priorities for Group IT over the next 2-3 years and highlighted the need for new ways of working between teams to enable the success of this transition. The strategy enforced the need for change, the need to exploit emerging technologies, and the need to develop and tailor technologies in local markets.<\/p>\n<p>Central to our approach was the customer journey and experience, aligned with agile and responsive capabilities of the travel company, and \u2018end to end\u2019 review from front end customer experience to back end capabilities.<\/p>\n<p>To develop this strategy, we facilitated workshops and one-to-one discussions with the IT leadership team to really understand the current state. This enabled us to help them agree the appropriate set up and new ways of working for IT going forward.<\/p>\n<p>We worked closely with the leadership team to identify which IT processes would be crucial to the successful approval, design, development, deployment and delivery of technology solutions. The first of these processes involved a prioritisation framework and stage-gating process to manage the growing business demands on IT for new technologies in different markets.<\/p>\n<p>This process now ensures technology programmes are approved in a coordinated way and that each programme is set up for success in terms of cost, business buy-in and resourcing. We further tested this design with a number of pipeline and in-flight programmes to ensure it could be implemented quickly.<\/p>\n<p>In parallel to developing this process, we engaged the business to develop a relevant service management framework (including inbound and outbound services) that was required to support deployed technology solutions in various markets. This service management framework has been immediately used by Group Marketing, as they look to operationalise new technology platforms.<\/p>\n                <\/div>\n                    <\/div>\n                    <\/div>            <\/div>\n<\/section>\n\n\n<section\n    class=\"wp-block-banner edwp-block layout--spacing-y bg--secondary wp-block-banner--content-right\"\n    >\n    <div class=\"container wp-block-banner__container\">\n        <div class=\"edwp-component edwp-fade-in wp-block-banner__content\">\n            <h2 class=\"wp-component-heading wp-component-content__title text--h1\">\n    The value delivered<\/h2>                <div class=\"wp-component-content__content wp-component-content__content--cols-1 wysiwyg\">\n                            <div class=\"wp-component-content__column\">\n                    <p>The outcomes of this project include:<\/p>\n<ul>\n<li>The review and identification of the business strategy and its implications for technology. Engagement with C-suite executives to agree the way forward.<\/li>\n<li>Development and deployment of an agreed and coherent IT strategy, and the associated architectural blueprints and roadmaps relating to platform-based principles.<\/li>\n<li>Development and implementation of \u2018next generation\u2019 IT operating model and transformed, agile ways of working to ensure responsive and relevant IT capabilities. Consolidation of strategic partnerships.<\/li>\n<li>The strategy focused on enabling local divisions whilst enabling consistency and scalability: \u2018Freedom in a Framework\u2019.<\/li>\n<li>Consolidation of multiple data centres with a \u2018Cloud First\u2019 strategy.<\/li>\n<\/ul>\n                <\/div>\n                    <\/div>\n                    <\/div>            <\/div>\n<\/section>\n\n\n<section\n    class=\"wp-block-testimonials-block edwp-block layout--spacing-y bg--none\"\n    >\n    <div class=\"wp-block-testimonials-block__container\">\n                <div class=\"wp-block-testimonials-block__content-wrapper\">\n                            <div class=\"wp-block-testimonials-block__testimonials-wrapper\">\n                <div class=\"wp-component-testimonials wp-block-testimonials-block__testimonials\">\n        <div class=\"swiper-wrapper wp-component-testimonials__swiper-wrapper\">\n                            <div class=\"swiper-slide wp-component-testimonials__slide js-wp-component-testimonials-slide\">\n                        <div class=\"wp-component-testimonial \">\n        <p class=\"wp-component-testimonial__quote\">\n            <svg class='edwp-icon edwp-icon--lrg js-icon wp-component-testimonial__quote-icon wp-component-testimonial__quote-icon-start' aria-hidden='true'>\n                <use xlink:href='#quote'><\/use>\n            <\/svg>The Elixirr team delivered many valuable &amp; sometimes challenging insights to improve how we prioritise, design &amp; deploy technologies in a complex federated environment. They worked quickly to understand both our environment &amp; our requirements &amp; brought energy and enthusiasm to ensure we met challenging deadlines. Importantly, we value the way in which they have collaborated &amp; worked flexibly with us &amp; left us with firm foundations on which to build self-sustaining, long-term success.<svg class='edwp-icon edwp-icon--lrg js-icon wp-component-testimonial__quote-icon wp-component-testimonial__quote-icon-end' aria-hidden='true'>\n                <use xlink:href='#quote'><\/use>\n            <\/svg>        <\/p>\n                    <div class=\"wp-component-testimonial__cite\">\n                IT Finance Director            <\/div>\n                    <\/div>\n                <\/div>\n                    <\/div>\n            <\/div>\n            <\/div>\n                <\/div>\n            <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":56953,"template":"","related_service":[47],"related_industry":[347],"class_list":["post-55638","case_study","type-case_study","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>TUI Group: developing a technology strategy - Elixirr<\/title>\n<meta name=\"description\" content=\"TUI Group worked with Elixirr to craft a group-wide IT strategy and \u201ccloud first\u201d roadmap that supports agile growth and customer-centric operations.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.elixirr.com\/en-gb\/case-studies\/tui-group-developing-a-technology-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TUI Group: developing a technology strategy\" \/>\n<meta property=\"og:description\" content=\"TUI Group worked with Elixirr to craft a group-wide IT strategy and \u201ccloud first\u201d roadmap that supports agile growth and customer-centric operations.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.elixirr.com\/en-gb\/case-studies\/tui-group-developing-a-technology-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"Elixirr\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-06T13:27:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2025\/10\/52-shutterstock_2055553571.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"820\" \/>\n\t<meta property=\"og:image:height\" content=\"546\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.elixirr.com\/en-gb\/case-studies\/tui-group-developing-a-technology-strategy\/\",\"url\":\"https:\/\/www.elixirr.com\/en-gb\/case-studies\/tui-group-developing-a-technology-strategy\/\",\"name\":\"TUI Group: developing a technology strategy - Elixirr\",\"isPartOf\":{\"@id\":\"https:\/\/www.elixirr.com\/en-gb\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.elixirr.com\/en-gb\/case-studies\/tui-group-developing-a-technology-strategy\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.elixirr.com\/en-gb\/case-studies\/tui-group-developing-a-technology-strategy\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2025\/10\/52-shutterstock_2055553571.jpg\",\"datePublished\":\"2025-10-10T12:49:50+00:00\",\"dateModified\":\"2025-11-06T13:27:33+00:00\",\"description\":\"TUI Group worked with Elixirr to craft a group-wide IT strategy and \u201ccloud first\u201d roadmap that supports agile growth and customer-centric operations.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.elixirr.com\/en-gb\/case-studies\/tui-group-developing-a-technology-strategy\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.elixirr.com\/en-gb\/case-studies\/tui-group-developing-a-technology-strategy\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.elixirr.com\/en-gb\/case-studies\/tui-group-developing-a-technology-strategy\/#primaryimage\",\"url\":\"https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2025\/10\/52-shutterstock_2055553571.jpg\",\"contentUrl\":\"https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2025\/10\/52-shutterstock_2055553571.jpg\",\"width\":820,\"height\":546,\"caption\":\"woman Hand holding virtual Global Internet connection metaverse. 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srcset=\"https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2025\/10\/52-shutterstock_2055553571.jpg 820w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2025\/10\/52-shutterstock_2055553571-300x200.jpg 300w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2025\/10\/52-shutterstock_2055553571-768x511.jpg 768w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2025\/10\/52-shutterstock_2055553571-78x52.jpg 78w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2025\/10\/52-shutterstock_2055553571-319x212.jpg 319w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2025\/10\/52-shutterstock_2055553571-479x319.jpg 479w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2025\/10\/52-shutterstock_2055553571-567x378.jpg 567w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2025\/10\/52-shutterstock_2055553571-767x511.jpg 767w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/>            <div class=\"wp-component-card__preview-icon\">\n                <span class='edwp-svg '><svg width=\"47\" height=\"47\" viewBox=\"0 0 47 47\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g>\n<path d=\"M23.4141 0.539062C36.1232 0.539183 46.4258 10.8416 46.4258 23.5508C46.4257 36.2599 36.1231 46.5624 23.4141 46.5625C10.7049 46.5625 0.402465 36.2599 0.402344 23.5508C0.402344 10.8415 10.7048 0.539062 23.4141 0.539062ZM23.4141 1.68945C11.3606 1.68945 1.55273 11.4974 1.55273 23.5508C1.55286 35.6041 11.3607 45.4111 23.4141 45.4111C35.4673 45.411 45.2743 35.604 45.2744 23.5508C45.2744 11.4974 35.4674 1.68957 23.4141 1.68945Z\" fill=\"currentColor\"\/>\n<path d=\"M19.2841 33.6992C18.9579 33.6986 18.6374 33.6111 18.3543 33.4454C17.7167 33.0759 17.3203 32.3585 17.3203 31.5797V15.8189C17.3203 15.0379 17.7167 14.3227 18.3543 13.9531C18.6442 13.7827 18.9735 13.6951 19.3078 13.6994C19.6421 13.7037 19.9692 13.7998 20.2548 13.9776L33.4237 22.0406C33.6981 22.2166 33.9244 22.461 34.0812 22.751C34.238 23.0409 34.3203 23.3668 34.3203 23.6982C34.3203 24.0295 34.238 24.3555 34.0812 24.6454C33.9244 24.9353 33.6981 25.1798 33.4237 25.3558L20.2527 33.421C19.9604 33.6017 19.6256 33.6979 19.2841 33.6992Z\" fill=\"currentColor\"\/>\n<\/g>\n<\/svg>\n<\/span>            <\/div>\n                        <\/figure>\n        <div class=\"wp-component-card__content edwp-row-load\">\n                                    <p class=\"wp-component-card__eyebrow\">\n                Digital Strategy            <\/p>\n                <a href='https:\/\/www.elixirr.com\/en-gb\/case-studies\/tui-group-developing-a-technology-strategy\/' class='wp-component-card__title'>\n            <h2>\n                TUI Group: developing a technology strategy\n            <\/h2>\n        <\/a>                                                            <div class=\"wp-component-card__meta\">\n                                            <p class=\"wp-component-card__date\">\n                            25 July 2017                        <\/p>\n                                                                <div class=\"wp-component-card__terms\">\n                                                                                                                                                                                                                <div class=\"wp-component-tags edwp-component\">\n                        <div class=\"wp-component-tags__tag\">\n                Travel &amp; Leisure            <\/div>\n                                <div class=\"wp-component-tags__tag\">\n                Digital Strategy            <\/div>\n                <\/div>\n                        <\/div>\n                                    <\/div>\n                                                    <div class=\"wp-component-card__button-wrapper\">\n                    <button class=\"btn btn--link arrow wp-component-card__button\">\n                                                                            Read more                                       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