UX and consent: how TUI France turned its cookie banner into a media channel with Axeptio

In a travel industry reshaped by international crises and shifting customer expectations, TUI France has reworked its digital journeys around new priorities: hospitality, reassurance, flexibility, and personalization.


This white paper explores how TUI France partnered with Axeptio to transform its cookie banner into a branded experience that welcomes visitors, supports conversion, and creates new opportunities for engagement. With a custom CMP fully aligned with its visual identity, tone of voice, and business goals, TUI France now treats consent as a strategic moment from the very first interaction on its website.

Use Case TUI x Axeptio

What you’ll find in this white paper :

  • How TUI France is adapting its digital journeys to meet travelers’ changing expectations.

  • Why consent plays a key role in data quality, UX insights, and marketing performance.

  • Performance results over 12 months: a 71% interaction rate, a 78% consent rate, and a 55% opt-in rate.

  • How embedding video in the cookie banner helps promote new brand services, including the new TUI France mobile app.

  • How a CMP can become a digital hospitality touchpoint, fully consistent with the brand’s identity and key business moments.


Download the white paper and turn your cookie banner into a lever for performance and brand perception.

Download the White Paper