Byway’s overland itineraries will be available in all of TUI’s 329 high street stores from March 23.
The long-term partnership aims to bring overland holidays to mainstream travellers via TUI’s network of thousands of travel experts.
This move reflects a growing shift within the industry toward lower-carbon options and follows a surge in consumer interest, with Byway reporting that its bookings have grown 1.8 times year-on-year.
For TUI’s retail agents, the partnership introduces technology designed to simplify the sale of complex, hyper-personalised multi-stop overland trips. Byway’s booking platform allows agents to build these itineraries with the same ease as a standard flight-inclusive package.
To ensure full integration across the retail network, the rollout is being supported by a comprehensive support package for TUI staff. This includes a dedicated training programme, clear booking infrastructure and agent incentives.
“Our goal has always been to make flight-free travel easy and accessible for everyone,” said Paul Conroy, Head of Partnerships at Byway.
“Partnering with TUI puts overland holidays further into the mainstream, bringing lower-carbon travel to customers right across the UK. We’re also giving TUI agents the tools and confidence to sell authentic European rail journeys, backed by Byway’s specialist expertise and dynamic packaging technology.”
“Bringing Byway into our 329 retail stores further broadens the range of holiday options available through TUI and strengthens our commitment to offering customers more choice in how they travel,” said Jill Cunningham, Director of Retail, Omnichannel and Third Party Sales, TUI UK&I.
“We’re proud to be the first high street retailer to make Byway’s flight‑free, overland itineraries accessible at scale, sitting alongside our more traditional package holidays. This partnership continues to grow from strength to strength, and with Byway’s technology and training support, our retail teams are equipped to help customers discover new ways to explore Europe.”
Rail produces approximately 14g of CO₂ per passenger mile, compared to around 285g for air travel, making this partnership a big leap forward in creating options for holidays with lower carbon footprints at the UK’s most established retail travel channels.
