Tui has agreed a new tour, attraction and experience partnership with Booking.com, offering the OTA’s customers direct access to more than 70,000 products offered by Tui excursion and experience platform Musement.
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.