With the covid crisis, the travel market has undergone structural changes. For Sunweb Group this prompted the development of a strategy aimed at achieving sustainable results and breaking existing conventions in the industry. A strategy was formulated with concrete guidelines for the organization’s implementation. However, something was missing – the strategy lacked innovation and transformative business improvement. Therefore, Sunweb Group sought the assistance of Jester Strategy to refine their strategy.

Through a brief but impactful seven-week process, we supported Sunweb Group in refining their strategy. Over the weeks we organized intensive workshop days with broad representation from Sunweb Group. Following the CUBE methodology, we interactively worked with the group to challenge the elements of the current strategy, step by step. This approach resulted in a challenging strategy that gained broad support within the executive and management teams in a short period of time.

I must confess that with Sunweb Group we had already taken a significant step in formulating our strategy, but with Jester Strategy we have taken a ‘quantum leap’ in defining what our strategy should be.

Mattijs ten Brink, CEO Sunweb Group