Palma, 23 January 2019

TUI tests the use of augmented reality in its activities

  • Trial phase started on Mallorca
  • Excursions with augmented reality allows customers to individually explore cities and places of interest

TUI Destination Experiences, under whose umbrella the TUI Group has bundled its activities, excursions and round trips, is testing the next generation of experiences. The world's leading provider of destination experiences is currently conducting tests in Palma de Mallorca on the use of augmented reality on excursions and activities.

While the raised umbrella of the city guide still dominates the picture during city tours today, tourists with stereoscopic augmented reality glasses could spray a touch of science fiction in the future. The glasses allow holidaymakers to explore places individually without losing any inside knowledge. In the future, information, photographs, videos and 3D models will be shown right in front of what you are looking at. In the test that TUI Destination Experiences is currently conducting in Palma, users can learn more about an artist whose paintings they are currently viewing. Later they are transformed into the Middle Ages and see the famous dragon that is said to have terrorized the city in the past. “Augmented Reality allows holidaymakers a new, more exciting access to historical facts and stories and takes into account the increasing desire of guests to explore cities and towns on their own,” explains Chris Carmichael, Head of Innovation at TUI Destination Experiences. “In our experience to date, the spectacles are also comfortable to wear for the user, so that they are not distracted by the actual experience.”

The trial phase, which will last several weeks over the winter period, is intended to provide TUI Destination Experiences with insights into how the technology can best be used to offer customers the greatest added value. Then it's on to product development so that holidaymakers can soon experience the next generation of experiences for themselves. 

“We are delighted to be one of the first providers in the world to offer this technology to our guests,” says Peter Ulwahn, Digital Acceleration Director at TUI Destination Experiences. “We are convinced that Augmented Reality can significantly enrich excursions and activities and are therefore investing early in this new form of experience.”

TUI Destination Experiences is working together with Mixed Reality I/O during the trial run on Mallorca. Andy Gstoll, CEO of the company: “Tourism is full of potential for immersive technologies, whether in virtual reality for planning the holiday or in augmented reality during the stay in the destination. As the world's leading company in the sector, TUI is excellently positioned to offer new value-added experiences to travellers with such innovative services.

About TUI Musement

TUI Musement is a leading Tours & Activities business that combines a scalable digital platform with local service delivery in more than 140 countries worldwide. Available in all major holiday and city destinations to travellers around the world, including the 28 million annual TUI customers, there are currently more than 170,000 ‘things to do’ – including excursions, activities, tickets and transfers. These are distributed through the Musement and TUI websites and apps, and B2B partners, including the world's leading OTAs, tour operators, cruise lines and travel companies. TUI Musement is one of the major growth areas of TUI Group and in FY19 generated a revenue of EUR 1.2bn, delivered by 9,000 colleagues.

About Mixed Reality I/O

Focussing exclusively on the spectrum of virtual and augmented reality, Mixed Reality I/O develops strategies with you on how these emerging technologies may benefit and integrate into your business objectives. With more than 10 years of experience in the industry, we utilize our international network of AR/VR device manufacturers and software technology providers to help you formulate the most suitable go-to-market strategies. To put AR/VR ideas and concepts to the test quickly, Mixed Reality I/O also provides application prototype development for both mobile devices as well as head mounted displays. More at www.mixed-reality.io