TUI is quickly becoming very uncompetitive. Both long haul and short haul you can find a better air product and comparable hotel product from competitors (and quite often at a lower price).
Price aside (which is often not the case), there is no incentive to book TUI short haul and the old one for long haul (flying from regional airports) is fast disappearing.
TUI is a company that has been ran into the ground. Even the share price has taken a nose dive.