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7 May 2021


Package holiday company 76% City break provider 70% Escorted tour provider 66% Villa holiday provider 77%
Which? Team

Who is Tui?

Household name Tui is the UK’s biggest travel company, probably best known for its beach and poolside packages. It does, however, also arrange city breaks, escorted tours and villa holidays. With more than 80 destinations in 30 countries worldwide, travellers can book a trip online, call the contact centre or pop into one of Tui’s high street stores.

Which? verdict

Despite a decent customer score, this megabrand still sits in the middle of our results table and fails to measure up against many of its rivals.

Tui customer ratings


Avg price per day: short haul/long haul
Customer service
Description matching reality
Holiday rep
Organisation of holiday
Value for money
Customer score








If you want to see how Tui measures up to its rivals, read our best and worst package holiday provider, city break provider, escorted tour provider and villa holiday provider pages.

What’s Tui like?

For a company that’s been around almost 100 years, you’d think Tui would have perfected its holidays by now. However, in our survey of package holiday companies, it fell miles short of Jet2Holidays which offers similar trips for budget-conscious travellers. 

Customers made positive comments about the accommodation provided – one described it as ‘outstanding’ – and when it comes to the holiday description matching the reality, happy holidaymakers rated Tui five stars out of five. However, while satisfied with the package, some customers were far from overwhelmed. ‘They did the job, but no frills’ was one response, with another customer saying, ‘For once everything was as described and everything ran to schedule. However, this has not always been our experience with Tui.’ 

This veteran holiday company also appeared in our surveys for villa holidays and escorted tour providers, but it didn’t seem to impress customers and scored three stars out of a possible five in most categories. Out of 18 escorted tour providers, Tui has the worst overall customer score. 

As for city breaks, Tui ended up one from bottom of our results table – with a customer score only better than Lastminute.com – despite customers rating its accommodation, customer service and organisation of the holiday an impressive four stars out of five. Its value for money rating let Tui down. Not surprising, considering out of the nine companies that appear in our city breaks results table, Tui is the second-most expensive. 

Did Tui refund customers during the coronavirus crisis?

Not immediately. When holidays were cancelled, Tui told customers to call and get in contact - but phones weren’t picked up. The package holiday giant then belatedly introduced an online refund form. However, customers had to be issued with a credit note before requesting a cash refund, which slowed the process down. Tui has now committed to refunding within 14 days.

Should I book with Tui?

While not the worst package holiday company, Tui is certainly far from the best. It no longer offers competitive prices for long-haul breaks and, while reliable for fly-and-flop holidays, again there are cheaper alternatives – and better companies that will refund you if a crisis hits. Instead, it’s worth considering Hays Travel and Jet2Holidays for beach getaways, and for city breaks, try British Airways Holidays.