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, https://asta.cms-plus.com/files/pdf/astaNationalPressClub_2022_FINAL.pdf