As a member of TUI’s board, Ellis has ensured that marketing is at the centre of the group’s strategy. This year Ellis’ long-promoted launch of the state-of-the-art Dreamliner aircraft was turbulent to say the least, with ongoing safety issues delaying its debut to TUI’s passengers.
Yet this has not perturbed Ellis, with his steady and positive nature, nor has it affected TUI’s sales; its UK holiday bookings remained strong throughout the summer, despite the country’s heatwave, and chief executive Peter Long continues to hail the company’s strategy of focusing on "unique holidays".