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 Destination Experiences

TUI Destination Experiences is the world’s leading provider of destination experiences. With 9,000 employees in 49 countries the company generates a turnover of 700 million euros. TUI Destination Experiences, based in Palma de Mallorca, offers 14 million customers a broad product portfolio of high-quality destination experiences such as excursions, activities, tours, transfers and guest service. TUI Destination Experiences sold more than six million activities and excursions last year. Through its subsidiary Intercruises, the company is the leading global cruise handling company. The company also owns Musement, one of the leading online platforms in the Tours & Activities market. It’s a crucial part of the company’s culture to be responsible for development of sustainable tourism in all of the destinations TUI Destination Experiences operates in. TUI Destination Experiences is part of the TUI Group, the world's leading tourism group.

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