TUI is paving the way for closer integration between global hotel brands and sales, as well as within the German tour operator market, with two experienced managers: new roles for Christian Bärwind and Benjamin Jacobi

• Benjamin Jacobi is joining the management team at TUI Hotels & Resorts, where, as Managing Director, he will be responsible for Commercial, Marketing & Sales and will focus on the global distribution strategy of TUI Hotels & Resorts
• Christian Bärwind becomes the new Managing Director for the GAS region and Chairman of the Management Board of TUI Deutschland; a manager with proven retail and digital experience
• Bernd Mäser & Mircea Tudose: “A strong signal of continuity and the right positioning for the future. We want to grow our vertical integrated model and are relying on experienced managers from within our own ranks.”

The TUI Group is set to continue growing and is strengthening its leadership in two key areas: Benjamin Jacobi will take on commercial responsibility for TUI Hotels & Resorts as Managing Director Commercial, Marketing & Sales with effect from 1 November 2026. He will report to Bernd Mäser, CEO of TUI Hotels & Resorts. After four years as part of the leadership of TUI Deutschland, he is now taking the next step in the growth segment of hotels. TUI’s own, distinctive hotel products are a key driver of growth. Christian Bärwind will, at the same time, become the new Managing Director for the GAS region (Germany, Austria, Switzerland) and Chairman of the Management Board of the tour operator TUI Deutschland. He will report to Mircea Tudose, Member of the Group Executive Committee and Managing Director of Regions within the Global Distribution division. Christian Bärwind will thus take over the position from Benjamin Jacobi, with whom he has worked closely on the TUI Deutschland Management Board to date. Both changes highlight the benefits of vertical integration between product offerings, exclusive TUI brands and the distribution channels of TUI’s tour operators: TUI’s focus on high-quality, exclusive product offerings and an effective global distribution strategy pays off for customers, for local travel agency partners and for the hotel and cruise brands worldwide. This synergy results in a distinctive customer, brand and holiday experience.

In his new role within the Group’s hotel division, Benjamin Jacobi is responsible for global marketing for the six in-house brands – ROBINSON, TUI Magic Life, TUI Blue, The Mora, TUI Suneo and AQI – as well as for the umbrella brand TUI Hotels & Resorts. In this role, Benjamin Jacobi will ensure and expand close collaboration with TUI’s global distribution channels and partners. He bears commercial responsibility for pricing and trading, revenue management and collaboration with the sales department. Benjamin Jacobi (46) has held various positions within the TUI Group since 2004. Most recently, as Managing Director of TUI Deutschland GmbH and Managing Director of the GAS Region, he was responsible for TUI’s tour operator business in German-speaking countries. Prior to that, he served, amongst other roles, as Managing Director of l’tur GmbH (2017–2023).

“TUI Hotels & Resorts is a central pillar of TUI’s strategy and a key growth driver for the TUI Group. Our own hotel brands offer guests distinctive and personalised holiday experiences. They set us apart from the competition and ensure that guests can experience the TUI brand consistently throughout their stay. With Benjamin Jacobi, we will continue to pursue these growth targets consistently and expand TUI’s leading market position. We have a clear goal: we want to continue growing internationally,” says Bernd Mäser, CEO of TUI Hotels & Resorts.

Christian Bärwind (53) takes on the role of Managing Director for TUI in GAS (Germany, Switzerland and Austria). The experienced tourism manager returned to TUI Deutschland in November 2025 as Director of Marketing & Sales for the GAS region. Prior to this, he spent 15 years at Google in various international leadership roles, most recently as Director of Automotive, Telco, Tech & B2B, Strategic Partnerships and as Industry Leader for Retail. Before that, Bärwind had already worked at TUI Deutschland GmbH as Director of Long Haul, Yield Management & Analytics.

“With Christian Bärwind at the helm of the team, we are strategically positioning TUI for the future in German-speaking countries. He combines a deep understanding of the importance of travel agencies and brick-and-mortar sales with proven digital expertise.

Over the past twelve months since his return to TUI, Christian Bärwind has earned the trust and high regard of our sales partners. He understands that, for guests, the package holiday is the travel product that offers outstanding advice, service, safety and quality,” says Mircea Tudose, Member of the Group Executive Committee and Managing Director Regions.