TUI Accessible Holidays x Cheethams With Dreams

The Challenge

Disabled travellers often encounter significant uncertainty and logistical barriers across the customer journey, making it difficult to feel confident when planning and booking accessible holidays.

The Strategy

Building on more than two years of collaboration, TUI UK&I established a sustained, multi-year partnership with creator duo The Cheetham Sisters, Hannah and Becky. The strategy relied on authentic, lived-experience storytelling to demonstrate the realities of accessible travel across every customer touchpoint.

Execution and Innovation

The creators addressed critical pain points by offering practical reassurance around airport assistance, booking procedures, and hotel accessibility. The depth of the long-term relationship also enabled organic, spontaneous moments, including a viral video highlighting a helpful TUI lifeguard.

Results

The organic lifeguard video alone generated over five million combined views across TikTok and Instagram. Overall, the enduring partnership significantly increased audience understanding and purchase consideration for TUI Accessible Holidays, proving that long-term creator authenticity effectively removes travel barriers and builds brand affinity.

Judges' Verdict

"A very strong long-term partnership with clear strategic purpose and genuine social value."