HelloMasters Podcast Episode 20 – on Blue Monday about sun, sea and all-inclusive with CMO Frans Leenaars from TUI West-Europe.

HelloMaster Episode 20

TUI owns 18 cruise ships and 411 hotels to provide a great vacation for their guests. With 150 TUI planes, they are number 7 in the list of European airlines. Fun fact: TUI is even bigger than Alitalia! From formula 1 to marathon travels, a big five safari tour through South-Africa, or how our podcast host Louise prefers, flying non stop to Zanzibar. Starting in 1967 from Germany, today you can book your travels without worries in a large number of European countries. Formerly known as Arke a Holland International, TUI is everywhere known as TUI. This multinational is a leader in marketing innovations and well on its way in digital transformation.

Fun fact

Spain, Turkey, and Greece are still the most favorite destinations for Dutch leisure travelers.

In our 20th HelloMasters- podcast, we have the pleasure to talk to Frans Leenaars, CMO TUI Western Europe. Frans has lived in 10 countries throughout Europe, South-America, and North-America and now is back in the Netherlands. Previously, he held commercial roles at KLM and Disney. At marketing-driven companies, he worked in sales and now at TUI it’s the other way round.


“In marketing, you are working tomorrow. You go deep into what clients actually want. It’s a fast-moving space that innovates rapidly.” On the most depressing Monday of the year, Blue Monday, we talk how retail still grows at TUI, Frans starts its day with Google analytics, the French taught him patience, influencer marketing is a successful tactic and flying shame is a real thing. Frans manages a team of 800 people, so we dive into this management style and culture antics.

If you also like to grow your marketing team but don’t have the scope or budget to operate on the same scale as Frans? Check out and start building your marketing team on demand. Feel free to contact us via the chat function in the bottom right and start with Marketing as a Service!