The company operates tourism businesses. It provides a wide range of holiday and travel services. The company's businesses include cruise ships, touristic airlines, tour operations, and resorts and hotels.

TUI Group makes money through a highly successful vertical integration business model, controlling almost every aspect of a customer's holiday journey. The bulk of their revenue comes from selling all-inclusive vacation packages that bundle flights, hotel stays, and transfers into a single price. Because TUI owns its own airline (TUI Airways) and operates over 400 of its own hotels and resorts (such as Riu and Robinson), they can keep a much larger "slice" of the profit than a traditional travel agent who has to pay third-party suppliers. In 2026, they also generate significant income through their Cruise segment, including Marella Cruises and TUI Cruises, and their "Musement" division, which sells excursions, tours, and activities at the destination. By owning the "supply chain" of tourism—from the plane you fly on to the room you sleep in—TUI can optimize their occupancy rates and manage costs more effectively, ensuring they remain a dominant and profitable force in the global leisure travel market.