Ali Khan Muhammad's Interview
IT Digital Solutions Manager, TUI Group

Ali Khan Muhammad

1. At Magnolia Amplify 2019 you will present Modern Architecture with Magnolia. What can you tell us about what you are going to present in the event?

First of all I would like to thank Magnolia for the invitation. Today, almost without realizing it, our clients expect quick, personalized service exactly when and where they choose to engage with any company. "Customer expectations are far exceeding what we can really do. That means a fundamental rethinking about what we do with technology in organizations. In the last couple of years, the headless architecture has gained a lot of traction. In much the same way the decoupled CMS differs from the coupled (also called “traditional”) design, the headless CMS exists as a disparate system that separates the areas where data is created and stored from the delivery process. In fact, the underlying concept in the designs of both the headless and decoupled CMSs are quite similar, as the backend is separated from the publishing portion for each architecture. Such architecture provides a highly accessible system for authoring that doesn’t intertwine with the publishing portion. 

2. Which what other tools you combine the CMS (Magnolia) at TUI? Why this combination?

We have built pure server less architecture using Magnolia, reason we choose this architecture is maximize the usage of the resource as AWS server less services provided.

3. In your experience at TUI, what is the key consideration to achieve a successful digital customer experience?

"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products”. The first requirement for an exemplary user experience is to meet the exact needs of the client. Next comes simplicity and elegance that produce products. True user experience goes far beyond giving clients what they say they want, or providing checklist features. In order to achieve high-quality user experience in any company there must be a seamless merging of the services of multiple disciplines, including IT, marketing, graphical and interface design. “We MUST start building User centric solutions no other way around. “

4. If you could only tell 2 things to the participants of the event, what would you tell them?

Digital NOW before it’s too late.

Think out of Box.

Technology is just an enabler not the purpose.

5. Lastly, please tell us a little bit about you and TUI Group.

TUI is the world’s leading tourism group. The broad portfolio gathered under the Group umbrella consists of strong tour operators, 1,600 travel agencies and leading online portals, six airlines with around 150 aircraft, over 380 hotels, 17 cruise liners and many incoming agencies in all major holiday destinations around the globe. It covers the entire tourism value chain under one roof. In addition to the hotel and cruise business, TUI Destination Experiences is one of TUI Group's three growth areas. The world's leading provider of destination experiences employs 9,000 people in 49 countries and generates turnover of 700 million euros. Last year, the company looked after 14 million guests, carried out over 25 million transfers and sold more than six million tours and activities. I’m from pure engineering background, I have more than 14 years of experience within travel industry. And in these spectacular years I could say I have work in each aspect of this industry Hotels, Transfer, Rent a Cars, Flights, and Tours & Activities. In these years I have been working as Programmer, Technical Analyst, Business analyst, Integration manager, Architect etc. I have started my exciting Journey with TUI destination experience 4 years ago and with bit of luck I just arrived when company was planning its digital strategy. As for now I’m responsible of Solution Architects with DX. Our vision as Architects SET, SUPPORT & SUSTAIN. So I’m proud to lead this team of extraordinary architects who make sure whatever we do it always fall under our vision. During my exciting times within TUI DX we have laid a really strong foundation of our digital acceleration program where we are successful build own capability to distribute our product to any given channel or platform we have make sure seamless integrations between Business Needs and technology.