TUI’s Blockchain initiative blips IBM’s radar

Fritz Joussen, CEO of European travel giant TUI, is convinced that Blockchain technology will dominate B2B within five to ten years, while the consumer-facing implications are further down the line but could potentially “change the internet”.

His previous comments about Blockchain heralding the end of the road for and Expedia grabbed the headline writers attention earlier this summer , and he went into more details at a briefing in London this week.

Monopoly money

His argument is, give or take, that companies such as and Expedia create value – to the investment community – by building scale through “monopolistic structures” and then monetize that scale via significant consumer marketing spend, funded to an extent by the margins they can charge suppliers because of the monopoly they have created.

Blockchain, he argues, “prevents monopolies by offering non-discriminatory access to everything”.

Clearly, access to everything would necessitate a public Blockchain and TUI is currently using a private version, designed in-house, to optimize its internal processes and distribution of its owned inventory. Joussen admitted that it was undecided in terms of its long-term thinking on opening up its Blockchain to third parties, but he seemed excited at the possibilities, while caveating his comments by saying that his ideas are just that, ideas.

“Booking as a service” is a leftfield idea around Blockchain. Joussen raised the possibility that the TUI Blockchain could, repeat could, become an exchange for hoteliers to distribute inventory without the “monopolistic margins” currently charged by the existing intermediaries.

IBM interest

For the boss of a business with a market cap of nearly £8 billion ($10 billion) at the time of writing, Joussen was surprisingly forthcoming. In particular, he admitted that he had talked with Ginni Rometty, CEO of tech giant IBM. Joussen said that Rometty “happened to be in Europe” at the time one of this early interviews about Blockchain was published. He said that Rometty was interested in his ideas that the currently private TUI Blockchain could become public and whether TUI was interested or would be in “spinning it off” at some stage.

With its Blockchain initiative still developing internally, there isn’t anything for TUI to spin off, but the interest from IBM, however informal, is surely a sign that TUI is on to something. Joussen thinks that not only is its approach to Blockchain unique in travel but also stands up against what is happening in other verticals.

The spin-off to IBM of a Blockchain which will take Expedia and out of the game is not only a theoretical conflation of various moving parts but also very much future gazing. But in the here and now TUI is already using Blockchain internally and is seeing the benefits. Joussen said that there are 30 people within the group working on Blockchain and that within five years “savings of €100 million a year are managable” through its adoption of Blockchain.


Many game-changing tech initiatives focus on either cost savings and generating revenues – TUI believes that Blockchain can do both, although the initial focus is on the former. But it does have a Blockchain-enabled project in place which is central to its global plans outlined in its TUI 2022 strategy.

The project is known as BedSwap. Blockchain enables TUI to shift its owned hotel inventory between different points of sale according to the demand it is seeing and can flex its selling margins accordingly. This is made possible by “integrating” TUI’s yield systems with the Blockchain.

The next phase of this initiative is, potentially, connecting its property management system to the Blockchain-connected yield systems. What this could, repeat could, allow TUI to do is to yield every single room across its entire portfolio differently.

And following on from this, data held about guests in the PMS could also be fed into the Blockchain platform. By connecting to a marketing engine TUI would then be in a position to build a propensity engine and create a one-to-one marketing relationship with guests.

Five years

Joussen is clearly enthused by the possibilities that Blockchain offers the business, which reflects his pre-TUI background as a software engineer and specialist. He was candid enough to admit that his brief when taking the TUI hot seat in 2012 was to stop the business in its existing format “from dying”. His decision to sell off Hotelbeds Group and the mixed bag of long-tail specialists known as Travelopia were all based around his desire to create a vertical structure for the business in which “content” – namely its owned assets such as hotels and cruise ships – were the main profit centres for the business.

Having said that, the sale of Hotelbeds to Cinven for €1.2 billion ($1.4 billion) last April was based around his belief that the emergence of Blockchain was a threat to the bedbank business model (and indeed all intermediaries).

When specialists and generalists alike talk about digital transformation, TUI is as good an example as any of a business which developed during the analogue age and has thrived in the digital age. Its initial adoption of Blockchain shows confidence in the specific technology but also its proactive approach to a tech-driven evolution of its business model.

Here’s a video from TUI Group’s web site in which it outlines its approach to Blockchain.



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Martin Cowen

About the Writer :: Martin Cowen

Martin Cowen is contributing editor for tnooz and is based in the UK. Besides reporting and editing, he also oversees our sponsored content initiative and works directly with clients to produce articles and reports. For the past several years he has worked as a freelance writer, specialising in B2B distribution and technology. Before freelancing, from 2000-2008, he was launch editor for, the first online-only B2B daily news service for the UK travel sector.



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  1. Markus

    I still do not understand the advantage of Blockchain in the travel context. How EXACTLY is it supposed to be used? All the mentioned and known advantages (mainly cannot be manipulated) do not seem to make any sense in the context of managing allotments or prices. I’d really appreciate if someone could help me understand what they want.

  2. Ian R Clayton

    It would be really nice to have an alternative to OTAs that gave hotels and accommodation owners access a distribution that avoids OTA commissions. Blockchain might unfold as a access for all travel suppliers to compete with distribution for direct sales. But there is no guarantee – its just wishful thinking at this stage! These are great articles Martin. Thanks for the content. I summed it up in my blog with a few other items at the link below.

  3. Yannis Moati

    “Clearly, access to everything would necessitate a public Blockchain and TUI is currently using a private version, designed in-house, to optimize its internal processes and distribution of its owned inventory” — spot on.

    • Maksim Izmaylov

      There are two possibilities of what’s going on here.

      1) TUI, and Fritz personally, can’t understand that the value of blockchains comes from the fact that no one owns them. They are genuinely confused.
      2) They purposefully try to mislead other travel companies by using the hype around blockchain, i.e. they want to replace current incumbents with TUI/IBM combo.

      I bet on the scenario #2. Guess what, IBM wants to host your own private blockchain for you. Anywhere else in crypto-world that wouldn’t make any sense, but travel companies buy that stuff and ask for more. More than that, we gave a workshop for TUI and explained the initiative behind Winding Tree, but TUI decided to use their marketing machine to re-centralize the GDS/OTA power, it seems.

      • Mohamed Jeafer

        What is the use of blockchain if airline/hotels keeps giving incentives and commissions for big companies blew their public prices. GDS systems shows a price, Wego websites displays lower prices. Some companies are getting up to 20% off. If the airline uses a decentralized system where every person will be able to get this 20% off, they will profit less as all the sales made from GDS/Own system are non-commissionable.

        I am currently writing my Master’s thesis on Blockchain in Travel industry, and i would really like to get help from you. If you need more research on a particular topic, i could do that as well.

        • Yannis Moati

          Hi Mohamed. I wrote a 20+ page white paper on BC in Hospitality. You can email me and I’ll happily share it with you. yannis at hotelsbyday dot com.


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