How flexibility on performance goals helped TUI Germany unlock new customer growth

Background

TUI is one of the world's largest tourism brands, with a portfolio spanning hotels, resorts, cruise lines, and airlines across more than 100 countries. Headquartered in Germany, the company serves millions of customers annually across Europe and beyond, with TUI Germany representing one of its largest and most strategically significant markets.

Challenge

Like many travel advertisers, TUI Germany faced the challenge of capturing high-intent consumers during the competitive summer booking window. While legacy search channels remained an important part of the media mix, rising media costs were increasing pressure on cost-of-sale. To further diversify its media investment and explore additional opportunities for incremental growth, new customer acquisition, and cost efficiency at scale, TUI Germany expanded its activity across complementary channels.

Strategy

adMarketplace built a strategy to help TUI Germany achieve its performance goals across three core pillars:

Flexible goal setting: adMarketplace collaborated with TUI Germany to adjust their COS target, opening access to premium publisher inventory that stricter goals would have otherwise excluded.

Premium placements on leading browsers: With a flexible COS goal in place, adMarketplace was able to unlock premium placements on leading browsers including Firefox, capturing incremental audiences beyond legacy SERPs and reaching travel consumers across new and previously untapped distribution channels.

Managed service: adMarketplace's hands-on managed service team worked in lockstep with TUI Germany throughout the campaign providing continuous optimization, transparent reporting, and a collaborative approach to hitting performance targets.

Outcome

Since partnering with adMarketplace, TUI Germany has seen outstanding results. July 2025 became the highest revenue month of the fiscal year driven by a flexible COS goal and access to premium inventory.

Year-over-year, bookings increased 56% and revenue grew 43% compared to July 2024. Month-over-month performance was even stronger, with bookings up 149% and revenue up 182% versus June 2025. Average order value climbed 18% month-over-month, reflecting the higher-intent consumers reached through adMarketplace's expanded distribution network. And 40% of all bookings in July 2025 came from new consumers, signaling meaningful incremental reach for the brand.

Across the last fiscal year, TUI Germany maintained performance 6% more efficient than their targets – cementing adMarketplace as one very efficient and strategically valuable media partner.