TUI has announced new flight rules for all customers with bookings in 2026, introducing a "price-match promise" that gives travelers three days to secure their deal. The UK's largest holiday provider will reimburse the difference if a customer finds the exact same package holiday cheaper elsewhere.
How the Price-Match Promise Works
To successfully claim the refund, customers must find the cheaper identical deal—same flights, accommodation, and details—and notify TUI within 72 hours of making their booking. This initiative aims to reassure cautious holidaymakers who have been delaying reservations.
Impact on TUI's Business
TUI has seen a 10% drop in UK summer reservations as travelers shift preferences from eastern to western Mediterranean destinations. The company absorbed a 61 million euro (£39 million) loss, driven by a 40 million euro hit from the Iran conflict, which required repatriating 5,000 cruise passengers, and a 21 million euro hit from hurricanes in Jamaica.
TUI improved its first-half underlying loss to 111 million euros, down from 156 million the prior year, but lowered its full-year operating profit targets to between 1.1 and 1.4 billion euros due to competitive markets and geopolitical tensions.
Outlook for 2026
Despite these challenges, TUI expects a strong second half of the year, anticipating Spain (including the Balearics and Canaries) and Greece to be its top summer destinations. The company's chief executive defended package holidays as the "gold standard."
