‘TUI adds value to experiences’

Focusing on digital solutions and global partnerships, TUI Musement’s strategy is to create meaningful experiences for customers. The brand has chosen to concentrate on experiences and multi-day tours as the core of its value proposition.

Janice Alyosius

In addition to hotel and cruise business, TUI Musement, one of TUI Group’s three growth areas, is a business pioneering digital transformation, with scalable digital platform business model along with a local service deliver.

The brand is focusing on three things: multi-day tours, one-day trips and experiences, said Jordi Cerdo, Chief Strategy Officer, TUI Musement. “Our objective is to add value in the three categories we offer. In this regard, traditional partnerships and digital solutions are the successful base on which we will focus on for the future.”

Referring to the Indian market, Cerdo said, “When we talk about India, it is mostly multi-day trips, and we have a tradition of exploring the country and highlighting the different options and alternatives we offer to our customers.” Their strategy is to create meaningful experiences for the customers and give them an insight into our rich
culture, he added.

Though TUI operates globally, it has a presence in Europe, which is its largest source market, revealed Cerdo. The United Kingdom (UK), Germany, Belgium, France, the Netherlands—all Nordic countries and Central Europe—are the other TUI’s source markets.  “When we talk about our digital offerings, we have entered into agreements with cruise lines, and OTAs such as booking.com among others. We signed a global pact with National Geographic to sell experiences and one-day tours. We also get customers from Asia, Europe, Africa, and the USA through different channels, so overall, we are truly a global company,” he added. He said, “We are a leading company compared to our competitors. Though we have the largest business, our aim is to add value in each country. To cite an example, le Passage to India was one of the leading DMCs in India. Then we were a full-service DMC and offered all kinds of products. Later, we did MICE, domestic, outbound services at the airport, and logistics. But, today, we have chosen to concentrate on experiences and multi-day tours as the core of our value proposition. We have strong relationship with the customers that we have built during the difficult times of this year.”

Speaking of how the industry has transformed after COVID cases reduced, Cerdo said, “The pandemic outbreak has changed a lot of things. But the good thing is that we have not changed our strategy. As result, people who earlier used to believe in advance bookings, of late are booking quite late. Also, people want to experience something different. They want to feel part of the destination and contribute to the well-being of the locals. It is our responsibility to try to adapt our proposal in making the customers feel to be a part of it. I feel small groups with emphasis on privacy, meaningful experiences, and reduction in booking time, are here to stay. So, I think it is important that we adapt to it soon.”