TUI
“Can the world's largest integrated tourism group become the financial and experience OS for leisure travel — embedding payments, insurance, and digital services across its vertically integrated airlines, hotels, cruises, and travel agencies?”
Founded in 1923 as Preussag AG, a diversified German mining and industrial group, the company pivoted entirely to leisure travel and tourism in the late 1990s, rebranding as TUI AG in 2002. The 2007 creation of TUI Travel PLC (merger with First Choice Holidays) created one of Europe's largest travel conglomerates, later re-unified under TUI Group in 2014. TUI has progressively embedded financial services — including payment orchestration via Stripe across multiple markets, card/BaaS infrastructure via Edenred Payment Solutions, and embedded travel insurance via Qover — as it digitises its end-to-end booking and holiday experience.