Customer Story
How TUI France boosts conversions with RCS, even during peak competitive periods
Discover how the leader in the French tourism market increased customer interactions and ROI with Sinch’s RCS solutions.
Customer Story
Challenge: Boost sales for their main campaign of the year, PRIMOS
Solution: Implement RCS messaging to stand out from the competition with content-rich campaigns
Results: Significant improvement in campaign performance and revenue
“Sinch’s expertise and responsiveness were instrumental in designing, testing, and analyzing RCS with precision and operational efficiency.“
TUI France, a wholly owned subsidiary of the TUI Group, sets itself apart as a leader in the French tourism market. It unites three iconic travel brands Club Marmara, Club Lookéa, and Nouvelles Frontières—all highly recognized by French travelers for their exceptional satisfaction rates.
Providing a range of travel options for different preferences and budgets, TUI’s services are available through 3,000 travel agencies, the TUI Stores network, and the website TUI.fr. Their francophone brands have distinct focuses: Club Marmara specializes in both active and relaxing holidays; Club Lookéa offers all-inclusive stays that include entertainment, sports, and programs for children and teenagers; and Nouvelles Frontières organizes a variety of trips, such as guided tours, private journeys, road trips, city breaks, cruises, and event-based travel.
At the end of 2024, TUI launched their “PRIMOS” campaign, an incentive promotion that offered discounts on stays at Club Marmara, Club Lookéa, and Nouvelles Frontières, as long as customers booked their departures from April to October 2025. But in a country where 70% of the population goes on vacation in July or August, it can be a challenge to make off-season offers stand out in customers’ inboxes, in ads, and on comparison sites.
TUI needed to implement a multichannel CRM strategy to boost conversions, increase customer engagement and loyalty, and drive early bookings through an irresistible promotion.
To maximize the campaign’s impact, Sinch recommended that TUI leverage RCS to drive immediate response to a time-limited offer.
Sinch’s messaging experts helped TUI design and deliver a concise, visually engaging RCS message directly into customers’ native messaging app—integrating an animated GIF, a headline, text, and call-to-action (CTA) button. These CTAs gave customers a direct and seamless path to conversion.
This strategic choice proved particularly relevant for an incentive-driven offer like PRIMOS. RCS significantly outperformed expectations by achieving a:
“This test has been extremely insightful for our CRM teams,” said Eva Millard, Head of CRM and Loyalty at TUI France. “During the PRIMOS campaign, RCS proved to be highly effective, delivering a twelvefold ROI. This confirms that for promotional offers like PRIMOS, the simplicity and immediate impact of RCS messaging are the most powerful levers for driving rapid conversions.”
Eva also said that, following these results, they now use RCS for all their strategic campaigns to maximize engagement and conversion. Their next step with Sinch will be to explore the conversational format of RCS, enabling more personalized and inspiring interactions when customers are looking for new travel ideas.
“Sinch’s expertise and responsiveness were instrumental in designing, testing, and analyzing this format with precision and operational efficiency,” Eva said.
