[Success Story] SEO and UX: TUI.fr accelerates its website to optimize customer experience and search engine optimization

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A subsidiary of the TUI group, TUI France is the leader in the French tourism market. The group’s various brands have gradually been federated on the TUI.fr platform, which has been receiving ever-increasing traffic since 2016. The quality of customer service is essential for TUI, and this involves an optimal user experience on the site… and therefore fast web pages.

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Web performance driven by the SEO team

Web page speed is a priority for TUI.fr, for both technical and business teams. Concerned about the user experience down to the smallest details, all departments are actively working to optimize and maintain loading times, particularly on mobile (50% of traffic).

The SEO team, which wanted to push optimizations even further, took the lead in identifying a partner who could support TUI.fr around web performance. Fasterize was chosen, in particular for the ability of its experts to interact with all stakeholders: IT, Marketing, SEO, Projects, etc.

Master both crawl budget and load peaks

To improve its positioning in search engine results, the TUI.fr SEO team monitors the crawl budget. 

Indeed, fast pages make Google’s job easier, as it can then index more pages in less time. Thus, optimizing the speed of web pages helps improve the user experience as well as promote SEO.

It’s also an asset to have a better chance of appearing in Google Discover suggestions, an important boost during periods when Internet users are planning their vacations.

Thanks to the automation of webperf optimizations, all work already carried out by the TUI.fr teams could be boosted to further reduce the server response time ( Time To First Byte ) or the Speed ​​Index .

The optimizations applied by the Fasterize engine (reducing image weight, lazyloading, optimizing HTML, CSS and JavaScript files, etc.) also allow TUI.fr to better handle the load during traffic peaks. In addition, in the event of high traffic on the site, an overflow page is automatically set up to keep customers waiting and limit abandonment of visits.

Rapid deployment and results

The involvement of the technical and business teams facilitated the rapid implementation of Fasterize: it took less than 3 months to deploy the SaaS solution (even though TUI.fr’s workforce was reduced).

The impact on webperf KPIs was immediate: loading times were halved on some pages, and server response time was reduced by 75%. In addition, the number of pages on the site considered fast by Botify was multiplied by 2.


To discover the detailed results and the impact of Fasterize on the performance of TUI.fr:

View the case study

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