TUI Musement recognized with three international awards for customer experience innovation
The company wins Gold, Silver, and Bronze at the International Customer Experience Awards for AI solutions, complaint handling, and customer insights
The awards reinforce TUI Musement’s commitment to digitalization and continuous enhancement of the customer journey across all destinations
The ICXA, held recently in London, brought together companies from multiple sectors — from technology to travel — recognised for excellence in customer experience. In this edition, TUI Musement competed alongside major global brands and was awarded for initiatives that are redefining how travellers interact with TUI throughout their holiday.
The Gold award recognizes the development of SAM AI, TUI Musement’s intelligent chat application that provides instant assistance to customers at different stages of their journey. SAM reduces friction, increases self-service and helps minimise the need for calls or escalations. Built on real customer data and designed to mirror the empathy and expertise of TUI teams, the system represents a major step forward in combining human care with innovative technology to support travellers during their holiday.
Finally, the Bronze award in Best Use of Customer Insight and Feedback highlights TUI Musement’s ability to integrate customer voice into decision-making. Through one of the most comprehensive Voice of the Customer ecosystems in the travel sector, teams at all levels have access to sentiment, NPS, CSAT and in-destination feedback. These insights enable frontline colleagues to respond to emerging needs immediately and help the organisation continuously refine its products and operations. In recent years, this insight-driven approach has supported steady progress in overall customer satisfaction and service quality.
These recognitions are part of TUI Musement’s global strategy, which combines technology, data, and personalized attention to deliver smoother, more satisfying experiences for travelers.
The International Customer Experience Awards annually recognize individuals and organizations driving excellence in customer experience worldwide. Their mission is to provide a transparent and rigorous platform that acknowledges the best projects in customer experience, innovation, and digital transformation.
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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 hotels, experiences, guides and transportation
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 20+ 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 8,000 people worldwide.
