TUI, a leading airline in Europe, is gearing up for a busy summer season in 2025 with significant expansions and strategic decisions shaped by recent market trends. While many competitors have ramped up their flight capacity, TUI has opted to maintain a measured approach, ensuring their offerings align closely with customer demand.
Neil Swanson, TUI's UK & Ireland managing director, expressed satisfaction with the company's choice not to increase flight capacity for the peak summer season, especially as competitors such as Jet2 and easyJet opted for substantial increases of 10% and 35% respectively. This resulted in "a lot of (unsold) capacity in the market," according to Swanson, who believes TUI is well-poised despite the ongoing trend towards later bookings in 2025.
"I am pleased we didn’t increase," Swanson said at a recent dinner for journalists. His remarks reflect TUI's careful approach to balancing early sales with maintaining profit margins. "It’s a balancing act, but there’s a lot of capacity in the UK market," he noted, highlighting the competitive landscape.
In addition to staying flat on capacity, TUI is making headlines with its significant expansion of flights to Curaçao, planning to offer 15 weekly departures. Of these, 13 flights will originate from Amsterdam, and two from Brussels. This move positions TUI as a leading carrier at Hato Airport, utilizing the advanced Boeing 787 Dreamliner, which can accommodate up to 305 passengers across three classes.
The rise in demand for travel to Curaçao—especially during peak vacation periods—has led TUI to urge travelers to book early to secure their preferences regarding seating and departure times. Swanson remarked on how the airline has proactively adjusted its offerings to cater to travelers seeking flexibility and options, including the ability to bring pets on board under certain conditions.
As TUI makes significant strides to adjust its offerings, Swanson reiterated the importance of being strategic about pricing. “I think there will be a strengthening (of demand) but capacity has gone up a lot,” he explained, cautioning that too high a volume of available seats could depress profit margins further down the line.
Besides expanding international offerings, TUI is also launching 16 new flight routes from various UK airports for 2025. This includes exciting new connections from Exeter to Ibiza, as well as year-round routes to Lanzarote and Tenerife. Newcastle will see routes to Agadir and Salzburg, in addition to a year-round Hurghada service.
The upcoming year will also see new connections such as Southampton to Palma, London Stansted to Enfidha, London Luton to Paphos, East Midlands to Boa Vista, Manchester to La Palma (now year-round), and Glasgow to Sharm El Sheikh (now year-round). Notably, Cardiff will also enjoy the return of flights to Fuerteventura starting December 20, 2025.
While these expansions reflect TUI's commitment to meeting rising consumer demand, the company remains aware of the delicate balance between capacity and pricing. Bart Quinton Smith, TUI’s sales and marketing director, highlighted that customers are increasingly seeking deals before finalizing their bookings. He stated, “Price sensitivity is very prominent this year,” showcasing the competitive dynamics at play.
In late-breaking news, TUI has confirmed the welcome return of flights operating from Southampton Airport, which will be reinstated this summer for the first time since 2009, providing connections to Majorca from May 27 to September 20, 2025.
As travel planning continues to evolve, TUI is gearing up to offer diverse travel options, also increasing its ability to book additional hotels, with 13 new properties being added to its roster. Phillip Iveson, TUI UK&I Commercial Director, shared that, “The enthusiasm for Thailand from our customers has been incredible, and we are delighted to be able to meet their needs with more options than ever before.”
With the balancing act of pricing, capacity, and consumer demand firmly in focus, TUI is positioned to navigate the busy summer of 2025 successfully while delivering an enriched experience for travelers seeking adventure in exciting destinations.
