Case Study

At Home or on Board: That Cruise Feeling 365 Days a Year

Facts & Figures

TUI Cruises


  • Founded in 2008, as a joint enterprise between TUI AG, the leading tourist group worldwide, and the globally active Royal Caribbean Cruises.
  • One of the biggest players on the German cruise market, with seven ships.
  • Brings together the cruise shipping company and tour operator business fields under one roof.


  • Booking by phone, checking in with paper tickets, tour booking with a clipboard, and after-sales by post: for a long time, the process of booking a cruise was made up of many separate, predominantly analog stages. Tui Cruises wanted to digitise the entire customer journey and create a digital all-round experience – well before the ship departs.


  • Analysis & optimization
  • Discovery
  • UI and UX design
  • Prototypes
  • UX testing
  • Empowerment & consulting
  • Native Development
  • Digital Experience Platform (DXP)
  • Continuous Development


  • "My Holiday" portal as booking, support, and inspiration tool
  • "My Holiday" app, Android and iOS
  • Multi-screen universe on board the ship (cabin TV, digital signage, web)
  • Continuous support by FFW's digital unit