Storytelling Skills for TUI Group

The Client Tui Group – The Need Storytelling Skills

If you have ever bought a package holiday, you probably know them well.

The TUI Groupis a FTSE 100 organisation in the leading index of the London Stock Exchange and Germany Open Market. It is the world’s leading tourism group operating in around 180 destinations worldwide.

TUI Group employs over 50,000 people in more than 100 countries. They offer more than 20 million customers a comprehensive full range of touristic services, from hotels and resorts to cruises and airlines.

TUI Group has a strong culture for sustainable economic, ecological, and social activity that contributes to the positive development of holiday destinations. With values like these, Impact Factory was very excited to work with them on storytelling skills.

The Brief

Jeremy Gidley leads the CRM team at TUI Group. This is a global function, with the goal of really understanding their customer’s needs, using insights to recommend holidays & extras that are perfect for them.

By doing this they create business and customer value from every interaction by encouraging customers to spend more and come back more often.

This is one of the main differentiators of TUI in a very competitive market share.

Jeremy leads a central team, as well as teams in source markets, mainly located across Europe. As well as ensuring that best practice is shared across source markets, one of his central team’s roles is to introduce common technology.

This enables common marketing, sales & service processes, and campaigns to help leverage the size of their global business. To be successful it’s crucial for his team to win stakeholders’ hearts and minds across countries and at all levels of the organisation. Easy to say, more complex to do.

Jeremy approached The Impact Factory to help him develop the storytelling skills of the senior managers in his central team. The team needs to have the ability and confidence to influence and paint a clear picture of the benefits of this new way of collaborating. They need to be able to present key messages in a compelling and concise way, bridging cultural barriers and resistance to change, and creating positive momentum to get buy-in across the group.

Our Tailored Solution

After listening in detail to Jeremy’s brief, Impact Factory created with the TUI Group a fully bespoke Presentation and Storytelling Programme which was delivered in two days. The Workshop considered the varying levels of presentation skills and styles of the attendees and the importance of being adaptable and relevant to an international mix of people.

To do so, the programme built on delegates’ existing strengths. An intrinsic part of the two-day workshop was for the delegates to discover their natural storytelling ability and their greatest innate presentation skills.

The success of any training is to transfer the work done in the training room easily into their business lives. To do this we created opportunities for the delegates to practice, pick apart, discuss, and then practice again a selection of tools and techniques. We tailored these to suit each individual’s style of communication to make the delegates in the sessions more confident and engaging presenters.

All this practice was supported by proven, simple-to-use practical tools.

The delegates have learned about:

• Story Structures
• Aristotle
• Hero/Catalyst Story
• Start with the Why
• Breathing Techniques
• Thinking on Their Feet
• Presence
• Body Language
• Tone of Voice
• Influencing an Audience
• Small Changes for a Big Impact