How TUI used Emplifi AI to increase ad efficiency by 81%

TUI fly Belgium isn’t just an airline – it’s a gateway to adventure, a source of inspiration for travelers, and a brand built on human connection. Social media is where that connection comes to life. But behind every perfectly curated post and every high-performing campaign is a team working tirelessly to ensure their content resonates. Their challenge wasn’t creativity, it was time, efficiency, and precision.

Managing multiple platforms, tracking performance, and deciding which content to amplify wasn’t just a task – it was a constant balancing act. With social media evolving at lightning speed, TUI fly Belgium needed a smarter, more strategic approach to stay ahead. That’s where Emplifi’s Performance Prediction tool transformed the game.

By leveraging AI-powered insights, TUI fly Belgium shifted from guesswork to a seamlessly executed strategy – reducing reporting time by 75%, increasing audience engagement by 150%, and cutting cost per engagement by 81.5%.

Inefficient processes and guesswork create friction for the team

For brands like TUI, social media isn’t just about posting pretty pictures, it’s about storytelling, engagement and, ultimately, connecting with people in a way that feels real. Every post, every campaign, and every interaction plays a role in shaping the brand’s voice. But how do you make sure your efforts are noticed?

Before partnering with Emplifi, the team at TUI fly Belgium was facing a constant uphill battle. The reporting process was cumbersome, requiring hours of manual work. Choosing which posts to promote was a guessing game – Was it the most visually appealing post? The one with the strongest brand message? Or should it be the one that “felt” right? Without data to back up decisions, there was always doubt.

The frustration was clear. The team needed a smarter way to work, one that gave them confidence in their choices, freed up their time, and allowed them to focus on what they do best: bringing TUI’s story to life.

Increase efficiency and enable data-driven decision-making

Emplifi didn’t change anything about TUI’s creativity; it gave them the clarity and structure to elevate it.
The first breakthrough came with automated reporting. What once took four hours now took seconds. Instead of getting lost in spreadsheets, the team could focus on understanding insights rather than chasing them.

Then came Performance Prediction, Emplifi’s AI-powered tool that transformed the way TUI fly Belgium approached promoting posts. Instead of relying on intuition, the team could now see in real-time which posts were resonating most with their audience. Those with the highest potential were boosted, ensuring that the right content was getting in front of the right people, without wasted budget.

Finally, content labeling brought structure to their social strategy. By categorizing posts by topic, location, or type, the team could instantly analyze what was working and adapt their approach accordingly. No more second guessing – just clear, data-backed decisions that amplified TUI’s message.

“The introduction of AI-powered performance prediction changed the way we approach content promotion,” Vanhaelemeesch said. “Now, we allocate our budget where it matters most, ensuring higher engagement and smarter spending.”

Confident social media managers create more engaging, cost-efficient content

With Emplifi in place, the transformation was undeniable. Reporting time was slashed by 75%, meaning less time spent pulling numbers and more time spent crafting engaging content.

Posts that were boosted using Performance Prediction saw a 150% increase in comments, proving that the right content was reaching the right audience. And, most impressively, Cost Per Engagement (CPE) dropped by 81.5%, allowing TUI fly Belgium to do more with the same budget.

But beyond the numbers, the biggest shift was in confidence. Social media managers no longer had to wonder if they were making the right choices. Every post, every campaign, and every budget decision was backed by solid, AI-driven insights.

TUI fly Belgium’s social media strategy is now sharper, smarter, and more effective than ever. The human storytelling that defines their brand is stronger than ever – because now, it’s backed by data they know is correct and up to the minute.