Booking.com Relaunches a Scaled-Down Attractions Vertical Powered by TUI's Musement
Skift Take
After missteps in thinking it could grow its own attractions business and catch larger competitors, Booking.com's relaunch is the next stage in its evolution. The tours and activities sector is a lot more competitive now than it was even two years ago when Booking acquired FareHarbor. Hence, the need to reboot.
Booking.com has quietly rolled out its new attractions business in partnership with Tui's Musement brand, Skift has learned.
In a July 31 memo obtained by Skift, Booking.com Vice President of Attractions Lawrence Hester informed staffers that its new attractions' homepage went live a couple of weeks earlier with 400 attractions in 20 destinations. Musement powers Booking.com's relaunched attractions category.
"So in March, we paused all of Attractions' online presence," Hester wrote after noting that the pandemic forced the "complete shutdown of attractions, tours and activities in most countries around the world."
Prior to partnering with Musement in
