Based in Italy, Musement is a reputable digital concierge service for consumers to book tours and activities in over 1000 destinations across 70 countries. The big news of late 2018 came when Musement was acquired by TUI Group. What does the future hold?
In just 5 years, Musement has achieved great success. What makes your marketplace unique?
For us, it was always very important to deliver the best experience possible to our customer. We do this thanks to an excellent selection of professional and outstanding partners. We are unique because we have not limited our target market only to international leisure travellers, but we also attract domestic users by providing them with local temporary events such as concerts and exhibits. Also, Musement has always benefited from a technology-driven approach. We believe that constant improvements to our technology, along with the implementation and use of top-notch tech, are essential for us to better serve our customers.
Musement has always benefited from a technology-driven approach. We believe that constant improvements to our technology, along with the implementation and use of top-notch tech, are essential for us to better serve our customers.
What does the Italian tourism industry need to consider to keep growing in the future?
I think travel is becoming more and more a sort of psychological commodity, especially for younger generations. Italy as a destination has still much to improve, and a more digital approach could surely help with that. For example, we need a better understanding of tourists’ needs, their routes and interests, as well as get their feedback about services, infrastructures etc. Such an incredible and complex territory deserves a much more long-term vision than [what we have] now, and this touches on other topics like smart mobility,
service-driven approach, urban planning, and more pressing issues like overtourism.
What can we expect from the Italian market and Musement in the next few years?
We can expect much more from Italy as a source market, that’s for sure. Italians are traveling more. Even their habits are changing. Based on our data we can see a consistent growth of interest for new types of experiences, short-term breaks (mostly within the country or in Europe), along with an increasing number of people traveling during low or off seasons. With regard to Musement, we are now proud to be part of the
TUI Group. Our future is all about keeping Musement’s quality and technology-driven approach to best serve the existing TUI customer base alongside our current core markets. TUI’s tagline is “we create smiles”. Well, I deeply believe this is also our mission. It always has been.
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