Palma de Mallorca, 6 October 2022

TUI selected as Priceline Tours & Activities partner for launch of Priceline Experiences

  • Priceline expands into Tours & Activities

  • New offering gives travellers immediate access to 80,000 experiences

  • Digital platform for experiences developed and populated by TUI

  • Partnership continues TUI’s strategic growth in tours and activities

TUI, one of the world’s leading tourism businesses, has been selected as the Tours & Activities partner by Priceline, one of the world’s foremost online travel agencies, as it expands into Tours & Activities with the launch of Priceline Experiences. From museum visits and theme park tickets to off-the-beaten-path local tours and guided excursions, Priceline Experiences enables consumers to quickly discover and book more than 80,000 activities in more than 100 countries around the world.

“Our goal has always been to help people experience the moments that matter. We know that for Priceline customers, those moments are more likely to include activities while on vacation – and that these experiences are often the most memorable parts of their trips,” shared Brett Keller, CEO of Priceline. “Priceline Experiences enables customers to plan ahead and reserve popular activities, so they don’t miss out on the experiences that are most important to them.”

The partnership continues TUI’s strong and strategic growth in tours and activities, with Priceline becoming the latest market-leading travel business to leverage the highly customisable white label digital platform and curated global portfolio of over 80,000 experiences available through TUI subsidiary Musement.

“Priceline is demonstrating once again why it is one of the world’s foremost travel and tourism businesses, leveraging market-leading technology to provide customers with access to the best experiences around the world,” added Nishank Gopalkrishnan, Musement Chief Business Officer. “We are proud to work with Priceline and look forward to helping their customer create treasured memories during their travels.”

Consumer interest in destination activities continues to grow, with 46% of consumers reporting they want more unique experiences when they travel.* Priceline’s proprietary research shows their customers over-index in this interest and frequently choose active vacations with several experience options. To help meet this need and provide more value to its customers, Priceline developed Priceline Experiences.

Through Priceline Experiences, customers can now find the activities they want while planning their entire vacation in one place, including one-of-a-kind experiences, or even activities for exploring locally during a staycation. Selections on the site run the full gamut of high quality and trusted experiences for all interests. Sample activities include ziplining at Niagara Falls; a Grand Canyon day trip from Las Vegas; a Thai cooking class in Phuket; an electric scooter tour of New York’s Central Park; “skip the line” access to the Eiffel Tower, a behind-the-scenes tour of England’s Wembley Stadium; a Nashville donut tour; a glassblowing demonstration in Murano, Italy; and a glass bottom boat cruise in Key West, Florida.

* American Society of Travel Advisors, Summer Consumer Travel Pulse Survey, 2022,

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 Prime Standard of the Frankfurt Stock Exchange, in the regulated market of the Lower Saxony Stock Exchange in Hanover and at the London Stock Exchange. TUI Group offers its 19 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 16 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 hotelonly 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.   

Global responsibility for sustainable economic, environmental and social action is at the heart of our corporate culture. With projects in 25 countries, the TUI Care Foundation initiated by TUI focuses on the positive effects of tourism, on education and training and on strengthening environmental and social standards. In this way, it supports the development of vacation destinations. The globally active TUI Care Foundation initiates projects that create new opportunities for the next generation.

About Priceline

Priceline, part of Booking Holdings Inc. [NASDAQ: BKNG], is a leader in online travel deals. Priceline offers exclusive discounts on hotels, flights, alternative accommodations, rental cars, cruises and packages. We offer more than a million lodging properties, helping travelers find the right accommodation at the right price. We negotiate great deals every day, and put our best pricing on the Priceline app. With free cancellation for many rates, 24-hour customer assistance and the option for both pre-paid and pay upon arrival reservations, Priceline helps millions of travelers be there for the moments that matter. For us, and for our customers, every trip is a big deal.

Stephen Denton

Head of External Communications
TUI Musement
Contact details
+34 619 34 1883