Brands over time

TUI
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

189 of TUI's own blog posts, press releases and announcements, 2017 to 2025, measured sentence by sentence, 35 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 9 other travel brands, and what it sounds like in its own words.

Pages measured
189
Years covered
2017–25
Archived before ChatGPT
35
Blog · press
139 · 50

01 · Homepage

One capture a year

TUI's homepage from 2017 to 2017, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2017tui.co.uk7 Jul 2017
TUI homepage, 7 Jul 2017

Screenshot of TUI’s homepage (tui.co.uk) as archived by the Internet Archive on 7 Jul 2017. © TUI or its licensors. Shown for comparison and review; not endorsed by TUI.

Homepage

2017

“HOLIDAYS MADE EASY”

Page title

TUI | Discover Your Smile

Open on the Internet Archive

1 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
10
20
30
Travel avg 12.6
25.0
21.1
17.5
22.2
18.4
12.0
15.2
14.2
ChatGPT · Nov 2022
2015no pages
2016no pages
20171 pp
20182 pp
20194 pp
202010 pp
20219 pp
202210 pp
20231 pp
2024no pages
202512 pp
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201725.01
201821.12
201917.54
202022.210
202118.49
202212.010
202315.21
202514.212

Years with pages: 2017 (1), 2018 (2), 2019 (4), 2020 (10), 2021 (9), 2022 (10), 2023 (1), 2025 (12). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Before and after

2019 to Nov 2022 against 2024 to 2026

The same measures on 33 pages from before ChatGPT launched and 12 pages from 2024 on. A change here is a change in style. It does not show how any page was written: people used every one of these words and shapes long before 2022, and SGR-011 found most of the shift across brands was a trend already under way.

Measure2019 to Nov 2022 · 33 pp2024 to 2026 · 12 ppChange
Sentence length
17.514.2−19%
Sentence rhythm
0.780.81+4%
Contractions
8.48.9+7%
"You"
32%39%+7 pts
"We"
64%57%−7 pts
Questions
0.71.9+158%
Exclamations
0.080.51+568%
Long words
27%32%+5 pts
Em dashes
2.883.86+34%
AI-associated words
0.081.73+2031%
AI-era marketing words
0.041.26+2823%
Quieter LLM-favoured words
0.201.61+684%
AI-associated sentence shapes
0.150.24+59%
Page length
669656−2%

Each row is scaled to its own larger value, so rows compare within themselves, not with each other. Before = 2019 to Nov 2022 (33 pages); after = 2024 to 2026 (12 pages). Method: SGR-011.

04 · Against its sector

TUI among travel brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Em dashes

    140% more than its sector

    5.40 against a sector average of 2.25; highest of 6.

  2. Questions

    117% more than its sector

    4.2 against a sector average of 1.9; highest of 6.

  3. Contractions

    59% more than its sector

    20.4 against a sector average of 12.9; highest of 6.

Sentence lengthMid-table, 3rd of 6
TUI 12.7
11.713.5
ContractionsHighest of 6
TUI 20.4
3.720.4
"You"Mid-table, 3rd of 6
TUI 51%
21%52%
"We"Mid-table, 3rd of 6
TUI 46%
41%64%
QuestionsHighest of 6
TUI 4.2
0.74.2
Long wordsLowest of 6
TUI 24%
24%34%
Em dashesHighest of 6
TUI 5.40
0.795.40
AI-associated wordsMid-table, 4th of 6
TUI 0.45
0.153.44
Exclamations2nd lowest of 6
TUI 0.13
0.052.48
Page length2nd lowest of 6
TUI 1,008
7021,385

Pages measured: British Airways 16 · easyJet 23 · Ryanair 0 · Jet2 118 · Virgin Atlantic 77 · TUI 189 · Loganair 1 · Trainline 34 · National Express 1 · Eurostar 0. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

05 · Vocabulary

Words TUI uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

holiday57.2 vs 12.7
hotels42.9 vs 3.4
lake43.6 vs 1.3
river31.9 vs 2.6
tailored27.1 vs 1.9
italy26.1 vs 1.5
cruise30.1 vs 0.7
inclusive21.8 vs 1.4
spain21.1 vs 1.5
TUISector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 189 pages. Checked for product names and page furniture.

06 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

202010 Sep · PressArchived copy
“Other new ports of call include picturesque Halong Bay in Vietnam with its unique emerald coloured water and limestone mountains; San Juan, the capital of Puerto Rico where colourful Spanish buildings and 16th century landmarks are home to and the capital of the Philippines, Manila which mixes Spanish colonial architecture with modern sky scrapers.”
MARELLA CRUISES LAUNCHES WINTER 2021/22 PROGRAMME
2022Jul (archived by) · BlogArchived copy
“This hotel oozes luxury – from its Egyptian cotton bedsheets to its private white-sand beach. But what really singles it out are its villas, which come with spacious terraces, private plunge pools, and uninterrupted views of the Piton Mountains. You know, those iconic peaks that’re proudly splashed across the cover of more than a few glossy travel mags.”
Best hotel room views I TUI
202418 Jun · Press
“Sebastian Ebel: "TUI's strategy is clearly focussed on profitable growth. This means that we are tapping into new customer segments and developing new destinations. Especially in sub-Saharan Africa, many countries with their unique natural treasures, cultural wealth and great hospitality have enormous development potential in tourism. We want to leverage this together with our local partners."”
Growth market Africa: TUI develops new holiday destinations and accelerates growth in sub-Saharan Africa

07 · Every page

All 238 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 189 count towards the measures; the rest were not measured (49 same text as an earlier page from this brand). Pages with no reliable date count in the overall numbers but in no year.

202512 pages
20231 page
202210 pages
20219 pages
202010 pages
20194 pages
20182 pages
20171 page
In the overall numbers, no year140 pages
Not measured49 pages

08 · Method

How this was measured

The pages

TUI's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.