Breaking the Plateau: How Yodel Mobile delivered multi-market success for the TUI app ecosystem

Client: TUI

TUI is one of the world’s leading travel brands; operating 11 mobile apps across 8 markets. With a diverse portfolio of apps serving different audiences and purposes, TUI faced the complex challenge of driving consistent, sustainable growth across all platforms. 

Partnering with Yodel Mobile (part of NP Digital), TUI launched its most comprehensive App Store Optimisation (ASO) initiative to date, an ambitious project that required cross-functional collaboration, deep strategic planning, and custom execution tailored to each app’s needs. The goal was to deliver a measurable impact at scale by improving app visibility and conversion across the board. 

Together, TUI and Yodel Mobile developed a unified ASO framework grounded in data, market insight, and creative optimisation. The approach focused on boosting discoverability through keyword targeting and in-store experiences, while also increasing conversion through visual and messaging enhancements. 

The project demanded extensive stakeholder engagement across multiple countries, aligning teams behind a shared growth vision. It also required balancing organic and paid activity to ensure long-term performance without sacrificing efficiency. 

This collaboration has become a blueprint for how large-scale travel brands can use ASO not just as a tactical channel, but as a strategic lever for growth. The result is a revitalised mobile app ecosystem that better reflects TUI’s brand strength and sets the stage for continued success.