TUI strengthens Tours & Activities leadership team to drive future growth
- Ina Bourmer to join as Chief People Officer, TUI Musement
- Musement Co-Founder Alessandro Petazzi taking strategic advisor role
- Mirco Fiumene, CMO TUI Musement, to lead central Sales & Marketing team as part of functional setup
Ina Bourmer is joining TUI Musement as Chief People Officer. Bourmer previously held leadership positions in the entertainment, telecommunications, and technology industries, including roles at start-ups and one of the ‘big five’ technology companies. In addition to HR expertise, Bourmer studied computer science and worked as an IT engineer. As Chief People Officer, Bourmer will champion mature digital culture throughout TUI Musement and drive internal development initiatives.
A second key change to the TUI Musement leadership team will see Musement Co-Founder and founding CEO Alessandro Petazzi – who has been TUI Musement Chief Growth Officer over the past six months – take a strategic advisor role. Alessandro helped drive the culture, growth, and overall development of Musement as a company and a platform. Respected as a leading Italian entrepreneur and held in high esteem in the travel industry, Alessandro is credited with helping shape the Tours & Activities area before it was defined.
In addition to these changes, and in preparation for future growth, TUI Musement has implemented a more functional setup, with the objective of empowering teams to work in a quick, simple and agile way as part of the business’ mature digital culture. This includes a single Digital Product & Technology team, led by Peter Ulwahn, Chief Digital Officer.
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About TUI Musement
TUI Musement is a global Tours & Activities business that combines a highly curated product portfolio, scalable digital platforms and in-destination service by local teams, to source, develop, distribute and deliver products in three categories:
- Experiences: Excursions, activities & attraction tickets
- Transfers: Between airports, hotels and ports
- Tours: Multi-day itineraries encompassing flights, hotels, experiences and transfers
Available in all major beach and city destinations, products are sourced from leading travel businesses or developed in-house by TUI teams, including the TUI Collection, the flagship experiences portfolio of TUI Group, and National Geographic Day Tours, unique and immersive small group guided experiences.
Products are distributed to customers, including the 19+ million TUI customers, through TUI websites and apps – such as the Tours & Activities dedicated TUI Musement app, as well as in-destination local teams and B2B partners, including some of the world's leading OTAs, tour operators, airlines, hotels, travel agencies and cruise lines. TUI Musement is one of the major growth areas of the TUI Group and employs approximately 7,000 people worldwide.
About TUI Group
The TUI Group is one of the world's leading tourism groups and operates worldwide. The Group is headquartered in Germany. TUI shares are listed in the MDAX index of the Frankfurt Stock Exchange and in the regulated market of the Lower Saxony Stock Exchange in Hanover. TUI Group offers its 20 million customers integrated services from a single source and forms the entire tourism value chain under one roof. The Group owns over 400 hotels and resorts with premium brands such as RIU, TUI Blue and Robinson and 17 cruise ships, ranging from the MS Europa and MS Europa 2 in the luxury class and expedition ships in the HANSEATIC class to the Mein Schiff fleet of TUI Cruises and cruise ships operated by Marella Cruises in the UK. The Group also includes Europe's leading tour operator brands and online marketing platforms, for example for hotel-only or flight-only offers, five airlines with more than 130 modern medium- and long-haul aircraft and around 1,200 travel agencies. In addition to expanding its core business with hotels and cruises via successful joint ventures and activities in vacation destinations, TUI is increasingly focusing on the expansion of digital platforms. The Group is transforming itself into a global tourism platform company.
