Skift Take
TUI/Musement's new strategic partnership with Booking.com has the potential to reshuffle the powers that be in tours and activities, especially in Europe. But TUI doesn't have a stellar track record in online offerings, and much of the promise will depend on its execution.
Booking.com sent notices to its tours, activities and attractions partners that it is terminating their contracts as of June 30, Skift has learned.
"As separately described in correspondence with Booking.com's Partner Services representatives, we aim to continue to enable you to offer your supply via Booking.com through our strategic partnerships and look forward to displaying your attractions in the future," the Booking.com notice said in a addition to the termination disclosure. "Thank you for your valuable partnership with Booking.com."
The contract terminations are a precursor to Booking.com handing the keys to much of its experiences business to TUI's Musement and eventually additional strategic partners, as Skift exclusively reported in early March, and as announced by Booking.com and Musement this week.
The strategy shift began late last year. Before then, Booking.com had been trying to build its own tours and activities business, anchored by its 20
