TUI is recruiting Sara Mundt-Petersen, who is returning to the company as its new Head of Digital Marketing and CRM. Sara will play a central role in developing TUI's customer experience and continuing the work of establishing a strong global customer ecosystem.

TUI is the world's leading holiday experience company and is on a journey to broaden its brand and grow within new customer segments. To lead the work on digital customer communication, they have now recruited Sara Mundt-Petersen, who has extensive experience in digital transformation and e-commerce at companies with a strong customer focus. This includes roles at companies such as Hitta.se, Coop, Tre, and Telia. She also worked at TUI between 2015 and 2017.

– We are incredibly pleased to welcome Sara back to our team. Her experience and expertise in digital marketing and CRM will be invaluable in our pursuit of creating a unified and personal customer experience. With Sara on board, we are well-equipped to take the next step in our global expansion and continue to deliver for our customers, says Peik Martin, Sales and Marketing Director at TUI.

One of Sara's many areas of responsibility will be the transition to an AI-driven customer experience, with conversational search at its centre. Another will be integrating customer communication into TUI's global ecosystem.

– Our goal is to increase customer loyalty by offering a marketplace with trips for all occasions and for different purposes. We foresee a future where our customers will no longer need to navigate through complicated filters and menus. Through AI-based search functions, we will be able to offer a more dynamic and relevant experience, where the customer's needs and wishes will directly lead them to the right products and services. I see conversational search as the new queen of digital disciplines, and that SEO, SEM, CRM and Content will be crucial in that palette, says Sara Mundt-Petersen, Head of Digital Marketing and CRM at TUI.

According to a press release.