As one of the world’s leading travel and tourism companies, TUI manages a massive volume of inquiries from travel agencies every day. From booking changes to special customer requests, each interaction requires accuracy, speed, and coordination across multiple teams and partners.
To modernize its support operations and reduce inefficiencies, TUI implemented Jotform Enterprise, transforming unstructured communication into streamlined, automated workflows.
TUI + Jotform Enterprise: Results at a glance
% of requests processed using forms and linked FAQs
80%
# of forms
602
# of teams
25
From unstructured requests to systematic routing
Before adopting Jotform Enterprise, TUI relied heavily on email and internal messaging systems to handle travel agency inquiries. With tens of thousands of monthly inquiries, these channels were unsustainable and created several operational challenges:
- Requests came in unstructured formats, often missing key details
- Teams had to manually review and forward inquiries
- Agents spent time on low-value, repetitive questions
- Routing requests to the correct department was time-consuming
By implementing Jotform Enterprise, TUI swapped email-based communication for dynamic, structured forms embedded directly into their reservation system.
With Jotform Enterprise, we can easily collect all the required booking and passenger information and route it so that every submission goes directly to the right team. There’s no internal forwarding of data needed anymore.
Rebecca Limbach, Business Process Owner, TUI
Conditional logic guides travel agents and vendors through forms tailored to their specific needs, and required fields ensure all necessary information is captured up front.
Jotform’s automated emails automatically route each request to the appropriate internal team — or even directly to external partners like hotels or airlines — significantly speeding up resolution times.
“With Jotform Enterprise, we can easily collect all the required booking and passenger information and route it so that every submission goes directly to the right team,” says Rebecca Limbach, business process owner at TUI. “There’s no internal forwarding of data needed anymore.”
TUI staff also use forms to direct form-fillers to FAQs, creating a self-service portal that frees up representatives to address more complex requests.
Developer-free builds enable rapid response times
TUI evaluated multiple solutions but ultimately selected Jotform Enterprise for its flexibility, ease of use, and enterprise-grade security.
“With Jotform Enterprise it’s really easy to build forms and flows,” says Sebastian Kloos, business process owner at TUI. “We don’t need developers. It’s a cost savings and time savings.”
Anytime there’s a crisis in the world, we have to assess the impact on our business and customers. Jotform allows us to change any form, any time, and it’s directly live.
Sebastian Kloos, Business Process Owner, TUI
The travel industry is highly sensitive to global events, so TUI staff need to be able to quickly adapt to global and local events impacting travel and their customers.
Using Jotform’s drag-and-drop and AI-enabled form builder, the TUI team can build or modify forms and flows in real time to respond to any changes in the marketplace.
“Anytime there’s a crisis in the world, we have to assess the impact on our business and customers,” says Kloos. “Jotform allows us to change any form, any time, and it’s directly live.”
Ensuring compliance and data security
TUI earned its reputation as a leading global tourism company by carefully managing relationships with 1,200 travel agencies and caring for its more than 34 million customers. That care includes handling sensitive customer data in accordance with GDPR requirements.
The security features of Jotform Enterprise help TUI staff confidently complete tasks and remain mindful of compliance with internal policies and regulatory requirements.
“Jotform Enterprise’s data protection policies for GDPR compliance help us ensure that we handle and secure customer data appropriately,” says Kloos.
The results: Faster responses, greater efficiency
By implementing structured forms and automated workflows, TUI has transformed how it handles travel agency inquiries.
“TUI receives up to 133,000 inquiries a month. Using Jotform Enterprise, 80 percent of those inquiries, or 106,400 requests, are handled through self-service forms and FAQs,” says Kloos.
With its system for processing travel agent requests and answering FAQs, TUI is now looking at additional ways to reduce manual work, improve response times, and scale its operations.
TUI continues to expand its use of Jotform Enterprise across departments and regions, with plans to integrate AI-driven capabilities for even more intelligent automation.
Future initiatives include
- Enhancing self-service with AI-powered responses
- Expanding workflows to additional global markets
- Extending structured communication to end customers
“We believe that we can ultimately automate the work of around 20 customer service heads and give them a more valuable task instead of answering unnecessary questions,” says Kloos.
Perhaps with all the automation in place, they’ll have time for a little holiday on the beach.
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