Accelerating Productivity with Nimble Architecture: TUI Nordic & Contentful

The TUI Group is a multinational travel and tourism company that is based out of Hanover, Germany. In fact, it is the largest of its kind in the world, also operating hotels, cruise ships, airlines, and even retailers.

Part of this gigantic company is TUI Nordic, a charter airline company based in Stockholm, Sweden. It operates all types of flights (short, medium and long-haul) from airports in the Nordic countries.

Being part of the travel industry, keeping its content up to date across its regionally specific websites is of absolute importance. TUI Nordic showcases content multiple times each day and includes everything from tiny tweaks to adding extensions and launching a new page.

But it wasn’t also possible for TUI Nordic to carry these content-related things out. In the past, its monolithic content management system prevented much of the speed and possibilities that TUI wanted to tap into.

Today, its content management system provides the agility and right architecture to get content out quickly and without much technical know-how. 

Originally built on traditional content management systems, the company’s website portfolio is now centralized and streamlined into one powerful content management system: Contentful.

Having separate content management systems made it difficult and time consuming to manage content. Contentful fit right into the gaps that TUI Nordic wanted filled. It fits their needs to have one interface for its creatives and editors to manage the overarching content structure.

In addition, the user interface extensions of Contentful gave TUI Nordic delicate solutions for specific editorial workflows without needing to overload the system with a bunch of customizations that are typically tagged to more traditional content management systems.

Meanwhile, the new architecture in the arsenal of TUI Nordic lets their individual teams choose the right tech for the right solution. As Lukas Edenfelt, the development lead at TUI Nordic put it: “Contentful is a great fit with our speed-orientated architecture.”

Contentful enables the decoupling (not the Chris Martin-Gwyneth Paltrow type) of data and tech, which allows for quick-fire development – all of which means that customer touchpoints can be made and updated much faster.

Soon after its replatforming to Contentful, TUI Nordic noticed impressive improvements in both development and content creation productivity. No longer bound by the technology, TUI Nordic has regained greater content control. 

And speed lies at the heart of the initiative. Quicker to adopt, quicker to market, and quicker to solve customer problems.

PS: ArganoUV is one of the world’s leading Contentful development & strategy teams. Contact us to see how we can work together.