The recent deal that saw online travel agency for tours and activities Musement head the way of the TUI Group is the latest in a long line of deals this year.
The Italy-based operation has not disclosed the financials behind the deal but admitted this week that it was in a position earlier this year where it had to seek some kind of funding round or other strategic options in order to grow.
It joins a business that is determined to ramp up its wider strategy in providing more than a hotel and flight (package or otherwise) to customers, knowing that what can be done in the destination can make the difference between a run-of-the-mill trip and an "experience."
Speaking to PhocusWire just a week after the acquisition, Claudio Bellinzona, co-founder and chief operating officer of Musement, explains how the acquisition came about, how the company will fit into the enormous TUI empire and the wider trends in play in tours and activities.
PhocusWire @ Arival 2018 - Claudio Bellinzona from Musement