Hapag-Lloyd Cruises has traditionally targeted guests in German-speaking countries. Demand for luxury cruises also exists in non-German-speaking markets, and, as previously communicated, TUI is evaluating its strategic expansion options.
TUI believes various expansion and financial models are feasible to support Hapag-Lloyd’s expansion. In particular, TUI is in discussions about joint venture structures such as TUI Cruises.
In line with Group strategy, the transformation to a digital company has been initiated. At the same time TUI will continue the successful integrated model while moving ahead with the expansion of the hotels and cruise business at a lower level of capital intensity.