Skift Take

Will it suffice for TUI Musement to focus on the partnership side of its business, as it does with Booking.com and major cruise lines, or does it need to master the uphill task of becoming a breakout consumer brand beyond TUI's existing customer base? Acquisitions could be part of the mix when the pandemic dust settles.

What happens when a legacy tour operator, Germany-based TUI Group, acquires a Milan-based tours and activities startup, Musement, and tries to get digital street cred in growing the business? The result is TUI Musement, which rebranded from TUI Destinations in September, and h