TUI Musement earns three international awards for customer experience innovation - Get updated on what's happening in tourism!

TUI Musement, the Tours & Activities division of TUI Group, has been honoured with three distinctions at the International Customer Experience Awards (ICXA), which celebrate outstanding innovation and effectiveness in customer experience across industries. The company received Gold for Best Use of AI, Silver for Best Complaint Handling, and Bronze for Best Use of Customer Insight and Feedback, reinforcing its position as a leader in technology-driven service enhancement.

Recognition at a global industry event

The ICXA ceremony in London brought together companies from sectors ranging from travel to technology, showcasing the most forward-thinking customer experience initiatives worldwide. Competing against major global brands, TUI Musement was recognised for projects that are reshaping how travellers interact with TUI throughout their journey.

“These awards recognise the work our teams are doing to combine empathy, expertise and smart technology to enhance the holiday experience in a very practical way. They also reflect the progress we’re making in building a more efficient, customer-driven operation across all destinations,” said Ben Hick, Head of Customer Excellence at TUI Musement.

Innovation and insight improving the traveller journey

The Gold award highlights the development of SAM AI, TUI Musement’s intelligent chat application that supports travellers at different stages of their holiday. SAM reduces friction, increases self-service and helps minimise calls and escalations. Designed using real customer data, it mirrors the empathy and problem-solving capabilities of TUI teams — a major step in combining human expertise with advanced technology.

The Silver award in Best Complaint Handling recognises the “Make Happy Happen” approach, a cultural shift in how TUI responds to issues during a trip. The method encourages teams to act quickly and personally, turning challenging moments into opportunities to rebuild trust and elevate the guest experience. This mindset, anchored in empathy and meaningful action, continues to drive improvements in satisfaction across destinations.

The Bronze award in Best Use of Customer Insight and Feedback reflects TUI Musement’s ability to embed the customer voice into daily decision-making. With one of the travel industry’s most comprehensive Voice of the Customer ecosystems, teams at all levels access real-time sentiment, NPS, CSAT and in-destination feedback. These insights help frontline colleagues respond immediately to emerging needs and enable the organisation to refine products and operations continuously.

A strategy built on ongoing improvement

The three awards support TUI Musement’s broader global strategy, which combines technology, data and personalised service to deliver smoother, more satisfying experiences for travellers.

The International Customer Experience Awards aim to provide a transparent and rigorous platform for recognising excellence in customer experience, innovation and digital transformation across the world.

Image Credit: © TUI Group