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TUI's Musement Doubles Experiences Bookings and Plans Expansion
25.08.2023 - 13:35 / skift.com / Travel Experiences / Sebastian Ebel / Selene Brophy
TUI Musement continues to carve its place in the growth flywheel of parent company TUI Group, with the launch of its digital TUI experiences platforms to take the brand beyond Europe and into the world.
Sebastian Ebel, chairman and CEO of TUI Group, said TUI’s activities segment continues to support the group strategy of bringing new customers into the TUI ecosystem during an earnings call on Wednesday. Musement, which saw +185 percent year-on-year growth for business-to-customer experiences sold in quarter two of 2023, will continue to build its own unique experiences across 100 key cities.
Ebel outlined how its digital platform rollout would also support its TUI Blue asset-light growth, with the ongoing development of its own product.
TUI’s acquisition into Musement saw great investment in Milan, Spain and France, but the company would now be rolling out products for Germany, England, and the Far East, for example.
“We are targeting a hundred key cities at the moment in the world so that you don’t only get the best offers in Majorca but also when you are in Berlin,” said Ebel. “We are building more and more of our own products because we can sell as a merchant, but it’s more attractive if we produce the products on our own or make them unique through special relationships and to build further the Tui Collection.”
TUI’s tours and activities reported a near doubling in the number of excursions and activities booked during the second quarter ending March 31, with 1.3 million experiences sold and an estimated 0.7 million more than in the prior-year quarter.
Musement has reduced its underlying earnings before interest and taxes (EBIT) loss to -$13.9 million in the period under review, compared to -$19.92 million in the prior year. TUI Musement also benefited from increased guest transfers, with a total of 3.4 million transfers in destinations. You can read more about TUI’s focus on dynamic packaging and second-quarter earnings here.
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