We partnered with TUI, one of the world’s leading travel brands, to deliver a comprehensive App Store Optimisation (ASO) programme across its 11 mobile apps in 8 different markets. Faced with declining organic performance and increasing reliance on paid acquisition, we built a scalable ASO strategy to improve visibility, boost installs, and enhance app store ratings on a global scale.
TUI is one of the world’s leading travel brands, offering fully integrated holiday experiences across 180 destinations. With over 6 million holidaymakers in the UK and Ireland, TUI provides flexible, tailor-made travel through its website, stores, call centres, and mobile apps. Its mobile ecosystem spans 11 different apps, operating across 8 countries and in 8 languages.
With 11 apps across 8 markets, TUI required a nuanced, data-led keyword strategy tailored to local audiences. Our first step was a comprehensive metadata overhaul, targeting high-intent terms along with market-specific long-tail variations and competitor terms. By aligning keyword targeting with regional search behaviours, we significantly improved TUI’s rankings across app stores. In several key markets, this resulted in a dramatic uplift in organic visibility and discoverability, laying the foundation for long-term app growth.
Before our engagement, TUI’s app screenshots were inconsistent across markets. We executed a full visual refresh across the majority of its app portfolio, applying ASO creative best practices to better communicate the brand’s unique value propositions. These redesigned screenshots were tailored to highlight TUI’s core selling points, while ensuring a cohesive brand identity across all territories. The refreshed creatives contributed to a clear uplift in conversion rates, especially among branded search users, turning higher visibility into measurable install gains.
To further drive relevance and seasonal alignment, we introduced Custom Product Pages (CPPs) and In-App Events for TUI’s tier-one markets: the UK and Germany. These were strategically launched around key commercial moments such as Black Friday and the Turn of Year sales, presenting users with bespoke creatives that matched their intent and timing. These seasonal activations not only boosted conversion rates but also gave TUI the ability to communicate time-sensitive offers directly in the app store. We also leveraged screenshot A/B testing in these markets, generating valuable insights into user preferences that continue to inform ongoing creative optimisation.
“Yodel Mobile’s strategic ASO approach transformed our ecosystem.”
