The global travel holding TUI Group has signed a strategic agreement with travel technology provider Nezasa. The goal of the partnership between the two companies is to create a platform for “digital production of personalized multi-day tours,” according to a joint press release.
The platform will be integrated with the internal technological system and infrastructure of TUI and will be available in all markets of the tour operator’s presence. The deal with Nezasa should be the final step in its development.
“We have achieved significant growth in excursions and activities implemented through the Musement platform and will now use this experience to further digitalize the multi-day tour market,” says David Shelp, CEO of TUI Musement.
The main product of Nezasa is TripBuilder – a service that allows travel companies to combine different elements – transportation, transfer, accommodation, excursions, etc. – in a dynamic tour package.
“We strongly believe in the future of this market and in the enormous potential that digitalization provides to this segment. We look forward to combining TUI’s travel expertise with our unique technology to provide customers and partners with a best-in-class experience. ” Manuel Hilti, CEO of Nezasa.
The TUI Group estimates that the multi-day travel market was valued at around € 96 billion prior to the pandemic, with much of it remaining offline and fragmented, creating “significant opportunity for consolidation.”
Earlier, in March 2018, the TUI Group holding acquired the Destination Management unit from the hotelbeds (until 2016, it was the property of TUI), which was engaged in organizing tourist reception, including transfers and accommodation. The deal amounted to EUR 110 million.
In the same year, TUI bought the Italian startup Musement, which specialized in the sale of excursions and recreational activities. The amount of the deal was not disclosed.
In the spring of 2020, shortly after the start of the pandemic, TUI announced the launch of a digitalization strategy that involves reducing its own offline retail and increasing the share of online sales in all markets by creating new tools.
In September 2020, the TUI Group renamed its tour and event business to TUI Musement, calling it “strategic direction for the company’s growth”. After that, Musement content began to be sold through the Booking and Trivago platforms.
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