Milan-based start-up Musement was acquired by Tui in September 2018, with the German travel giant seeking to turn it into the world’s largest online tours and activities provider. The Musement-Booking.com partnership will start this summer, potentially as early as July.
Last year, Tui sold around 10 million activities across holiday destinations and in its European home markets; it believes partnership with Booking.com will "significantly expand" its third-party business.
Booking.com customers will initially have direct access to more than 70,000 tours, attractions and activities via Musement, with new product added "incrementally" over the coming months.
It is the first time Booking.com has offered experiences and excursions via a third-party, and comes as it seeks to expand its offering "and provide customers with a more comprehensive end-to-end travel offering".
Tui’s ambition is to grow Musement’s portfolio to more than one million activities, experiences and excursions in-destination, and while at home.
David Schelp, managing director of Tui Destination Experiences, said expanding digital experience marketing was a "focal point" of Tui’s digital strategy. "The purchase of Musement and the expansion of its portfolio of activities, bookable on the platform, is now being followed by the partnership with Booking.com, an expert in worldwide marketing," he said.
"We have a unique profile in the activities sector, which makes us attractive to both customers and major tourism partners."
Lawrence Hester, Booking.com’s vice-president of attractions, added: “Seamlessly connecting travellers with the widest possible choice of great things to do is part of our long-term mission to make it easier for everyone to experience the world.
“We know that people are already starting to dream of taking trips once it’s safe again, even if that’s a bit closer to home at first. We’re busy laying the foundation to make sure we can provide our customers with the best possible mix of tours, activities and unique experiences all on one platform."
Experiences, excursions, attractions and tours will include wellness and adventure offerings, museum and attraction tickets, as well as city tours. Musement’s portfolio will also gain a range of exclusive offers.
