Year after year the internet is proving its reputation for an ideal travel distribution channel: for example in January 2012 in Central Europe 33% of all tourists did book their accommodation through the web.

Flights' and rental cars' online bookings are as popular, not to speak of research for destinations, tour operators and prices. But customers behave relatively reserved in ordering packages through the web.

Experts believe the tourists shyness derives from the product itself: There is too much things to know, to ask for and to explain around a complex thing like a package tour. Instead Customers rely on the travel agent's guidance. Besides in many countries by law tourism apps must not dump the agency's prices.

The solution for big tour operators like TUI is combining web and agency: "We want to adjust more to customer needs", Kerstin Hartmann from TUI Interactive says. This shall come true by opening the platform tui.com to competitor's packages and offering personal advice.

Furthermore, agents, tour guides and company associates will be allowed to register as an expert at the TUI and receive emails from everyone who wants to know more about their topic. This is another step to change economic culture from a restricted, closed view to a rather "digital" attitude.

"But, on the other hand, TUI must make sure that all the services are best quality, otherwise the good plan will turn out their negativ impact like a boomerang and cause bad reputation", says Professor Torsten Kirstges from University for Tourism at Wilhelmshaven.

An email question that is not answered in time will definitely not be appreciated. The same goes for good navigation and technical accuracy. The website's launch is scheduled just for March 2012.