Tourexpi
TUI Musement earns three international awards for customer experience innovation
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
The most interesting news
Read the News
Qatar Airways and Philippine Airlines strengthen partnership
Starting 1 June 2026, Philippine Airlines will place its (PR) code on Qatar Airways flights from Manila, Cebu, Clark, and Davao to Doha, and connect to over 20 major European cities, including Paris, Rome, and Frankfurt via Hamad International Airpor
Read the News
SWISS expands India network with new nonstop Bengaluru–Zurich service
Swiss International Air Lines is pleased to announce the launch of new nonstop flights between Bengaluru and Zurich, further enhancing connectivity between Switzerland and India’s leading technology and innovation hub.
Read the News
Radisson Hotel Group expands its footprint in Dubai
Radisson Blu Hotel, Dubai Barsha Heights is a 537-room five-star city hotel in Dubai, United Arab Emirates, affiliated with Radisson Blu, part of Radisson Hotel Group.
Read the News
TAT and Warner Music Japan bring Thailand’s spirit to life
Music-led collaboration showcases Bangkok’s everyday charm while connecting Thailand’s relaxed optimism with younger global audiences
Read the News
Global Travel & Tourism to outpace wider economy by 1.5 times
Global Travel & Tourism is forecast to continue outpacing wider economic growth in 2026, with the sector expected to contribute $12TN to the world economy, accounting for 9.9% of global GDP, according to new data from the World Travel & Tourism Counc
Read the News
Nayarit's jungle coast redefines luxury travel
In the state of Nayarit, the jungle-meets-ocean landscape is emerging as one of the most compelling frontiers in high-end travel—now supported by a new era of seamless access.
Read the News
Hilton signs Hilton Garden Inn in Busan, South Korea
Hilton (NYSE: HLT) announced the signing of a franchise agreement with MS&C Co., Ltd. to open Hilton Garden Inn Busan Gijang in 2028. Located in Gijang, Busan, the hotel is planned to be part of a larger mixed-use development project.
Read the News
Six Senses Joins the UNEP and UN Tourism Recipe of Change
A living expression of the brand’s sustainable ethos and Eat With Six Senses philosophy
Read the News
Etihad Airways makes Eid al-Adha and Summer Travel easier
Etihad Airways is preparing for a busy Eid al-Adha and summer travel season, with strong demand expected across its expanding global network.
Read the News
Emirates taps GE Aerospace for repair capabilities
The agreement will support the expansion of the Emirates Engine Maintenance Centre (EEMC)
Read the News
To Belize in the off-season with Alaska Airlines
Why this is the best choice explains Ali Wunderman
Read the News
Closing the gender gap requires tackling structural barriers, improving access to opportunities, and sustained commitment
Women do most of the work in tourism, yet they remain underrepresented in leadership
Read the News
Marriott International expands portfolio in Peru through landmark conversions
The two properties in Lima are set to officially join The Ritz‑Carlton and JW Marriott brand portfolios in 2028, reflecting the city’s rise as a leading global luxury destination.
Read the News
Tripmasters expands with new experience-focused vacation packages
New curated travel collections respond to growing demand for slower, experience-driven vacations with fewer hotel changes and deeper destination immersion
Read the News
TUI launches TUI Smiles Rewards Club
TUI has launched TUI Smiles Rewards Club, the company’s first-ever global loyalty programme, enabling customers to collect Smiles across TUI's portfolio – from flights and hotels to packages, cruises, and experiences.
Read the News
As Americans hit the road during the country’s 250th anniversary, Hilton is celebrating all summer long.
Next week, Hilton is kicking off Hilton Honors America Experiences with a dozen unexpected and unforgettable road trip experiences for only 250 Hilton Honors Points per trip, Hampton by Hilton stays and gas included.
Read the News
Lufthansa Group expands climate protection portfolio
The Lufthansa Group has reshaped its portfolio of climate protection projects and is placing a stronger emphasis on technology-based solutions
Read the News
Enhanced opportunities for British Airways American Express® cardmembers
British Airways American Express® Cardmembers who book with British Airways Holidays using Avios (as a full or part payment), can now redeem their Companion Voucher to receive 25% of these Avios back.
Read the News
Eurowings expands its Berlin base
Growth to eleven aircraft strengthens the Lufthansa Group’s market leadership and long-term strategy in Germany’s capital city
Read the News
In Spain, the year starts with more people employed in the tourism sector
In the first quarter of 2026, there were 146,631 more employees in tourism-related activities than in the same period of 2025.
