Musement (now officially TUI Musement) is an online travel agency owned by TUI Group, one of the world’s largest tourism companies.

Originally founded in Milan in 2013, the platform aggregates tours, attraction tickets, and travel experiences across 1,000+ destinations in 100+ countries. They have particularly strong coverage in destinations like Milan, Barcelona, Mallorca, Paris, and Amsterdam (spanning Italy, Spain, France, and the Netherlands), giving tour operators access to a global audience of 20 million+ customers they’d have a hard time reaching on their own.

For small to mid-size operators, especially, that reach is the draw. TUI’s brand recognition and marketing budget drive traffic that would take years to build independently, and being listed on Musement means your experiences are in front of travellers who are already in buying mode.

That said, becoming a Musement supplier is only half the equation. How you connect and manage that channel matters just as much as getting listed — because adding a new OTA without proper availability sync is a fast track to double-bookings, manual headaches, and missed revenue.

So we put together this guide that covers everything you need to know to get started:

How to apply as a Musement supplier

There are two main ways to become a Musement supplier and start selling your tours on their platform. Here are the most common approaches:

  1. Sign up directly through Musement’s supplier portal: You register on business.musement.com, upload your products manually, and manage bookings through Musement’s backend.
  2. Connect through a booking platform with channel management: Use a tour operator platform like Bókun that integrates with Musement, so your products, availability, and bookings sync automatically across all channels from a single central dashboard.

Signing up on Musement

  1. Fill out the supplier application here. You’ll provide company details and specify what types of travel experiences you offer.
  2. Negotiate your terms and commission rate with Musement’s Strategic Partnerships team and sign a contract.
  3. Connect your online booking software — Musement integrates with Bókun, Regiondo, and TuriTop. If you’re using Bókun, you’ll connect by sending a Marketplace contract proposal to Musement directly from your Bókun dashboard.
  4. Test the integration before going live to ensure availability, pricing, and bookings sync correctly.
  5. Upload your products and go live.

 

Musement Supplier: Get in contact

Signing up through a booking system like Bókun

  1. Create your Bókun account and set up your products in the Experiences tab. Add your titles, descriptions, photos, pricing, and availability.
  2. In your Bókun dashboard, navigate to Sales Tools > Marketplace and search for Musement.
  3. Set up your contract terms, including the commission rate you’d like to offer, and select the products you want Musement to sell.
  4. Send Musement a contract proposal. Musement will review it and confirm if your products meet their criteria.
  5. Once both parties accept the agreement, your products go live on Musement with availability syncing automatically through Bókun.

Discover Partners Marketplace

Read more: How to connect to TUI Musement via Bókun

Examples of tours & activities you can sell on Musement

Musement’s catalogue covers a wide range of experience types — here are some examples of what you can list:

  • City sightseeing and walking tours: Guided tours of a city’s highlights, neighbourhoods, or hidden gems — from classic hop-on hop-off routes to intimate small-group walks led by local experts.
  • Cultural and historical tours: Deep dives into a destination’s history, architecture, and heritage, including guided visits to ancient ruins, UNESCO World Heritage Sites, and iconic landmarks.
  • Museum and attraction tickets: Skip-the-line entry to museums, galleries, theme parks, and major attractions. This is one of Musement’s strongest categories given TUI’s relationships with venues worldwide.
  • Food, drink, and culinary experiences: Cooking classes, market tours, wine tastings, craft beer tours, street food walks, and anything else built around local cuisine and drink culture.
  • Outdoor adventures: Hiking excursions, cycling tours, water sports, zip-lining, rock climbing, snorkelling, and other active experiences for travellers looking to get off the beaten path.
  • Wellness and nature experiences: Yoga retreats, hot spring visits, wildlife watching, and nature walks for travellers prioritising relaxation and the outdoors.
  • Nightlife and entertainment: Evening tours, flamenco shows, sunset cruises, cabaret experiences, and other after-dark activities.
  • Day trips and excursions: Full-day or half-day trips from a base city to nearby destinations — popular for coastal resorts and city-break markets where TUI has strong customer volume.
  • Multi-day tours and itineraries: Extended programmes covering multiple destinations or experiences, suited to operators running longer guided trips or adventure travel packages.
  • Transfers and private transportation: Airport transfers, port pickups, and private car services — a category Musement actively promotes, given TUI’s large package holiday customer base.
  • In-destination services: Concierge-style services, local guides for hire, and other on-the-ground support for travellers once they’ve arrived.

Fees to sell on Musement

Musement doesn’t charge any subscription or listing fees, so there are no upfront costs to get started. Instead, they work on a commission model.

When you upload your products, you set your own commission rate — either a percentage or a fixed amount of the retail price per booking — which Musement’s team then approves or denies. If denied, you’ll negotiate with your Strategic Partnerships contact until you land on an agreed rate.

Commission rates typically range from 15% to 25% per sale, depending on your product type, destination, and volume.

As far as payouts go, Musement collects payments directly from customers and pays suppliers monthly. You’ll invoice Musement for the previous month’s bookings, and they’ll pay out that amount (minus any refunds or compensations issued to customers during that period).

Best practices for selling on Musement

High-quality, attention-grabbing listings are what turn Musement’s audience into your customers. Here’s how to set yours up for success:

  • Write specific, benefit-driven titles. “Skip-the-Line Guided Tour of the Colosseum with Underground Access” will always outperform “Rome Tour.” Your title is the first thing a traveller sees in search results, so make it earn its place. Lead with what makes your experience worth clicking on.
  • Make your highlights count. Musement prominently displays your product highlights, and they’re often what a traveller reads before deciding whether to scroll further. Lead with what makes your tour different: exclusive access, small group size, a local guide, a unique route, skip-the-line entry. Don’t waste the space on generic selling points every operator claims.
  • Go beyond the minimum image requirement. Musement requires at least three photos, but more is better. Use high-quality, well-lit action shots showing real guests enjoying the experience — not stock photography of landmarks. Travellers want to picture themselves on your tour, not look at images they’ve already seen a hundred times.
  • Be thorough with inclusions and exclusions. Unclear listings lead to confused customers, which in turn lead to bad reviews. Spell out exactly what’s included (e.g., entrance fees, a guide, lunch, transport) and what isn’t. The more accurate the expectations you set upfront, the fewer problems you’ll deal with after the booking.
  • Use the Important Information field strategically. Clear meeting-point instructions, dress code requirements, accessibility notes, and voucher redemption steps all belong here. This is what reduces no-shows and day-of confusion — don’t leave it blank or vague.
  • Price competitively. Research what similar tours in your destination charge on Musement before you set your rates. Dynamic pricing tools — like the one built into Bókun — can help you adjust rates based on demand, season, or day of the week to stay competitive without leaving money on the table.
  • Offer multiple ticket types and time slots. Adult, child, senior, student, and family pricing categories help you capture a wider range of customers. Multiple departure times do the same — travellers book around their own schedules, and the more flexibility you offer, the fewer bookings you’ll lose to competitors.
  • Respond quickly to issues. Operators with fast response times and strong ratings get better placement on the platform. Treat your Musement presence like any other customer-facing channel — responsiveness matters.
  • Actively collect reviews. Musement uses ratings and review volume as ranking signals within its platform, just like every other major OTA. Build a post-experience follow-up into your process and ask satisfied customers to leave a review. A steady stream of positive reviews compounds over time and directly affects your visibility.

Benefits of joining Musement’s supplier network

  • Access to 20 million+ customers. Musement’s global audience is the most obvious benefit — your tours and activities get in front of travellers across 100+ countries who are actively searching for experiences in your destination. That’s exposure that would take years to build through direct marketing alone.
  • TUI’s brand recognition works in your favour. As part of the TUI Group, Musement carries the trust and credibility of one of the world’s most recognised travel brands. Travellers who might hesitate to book through a lesser-known OTA will book through Musement without a second thought.
  • Built-in SEO and multilingual support. Musement’s team optimises your listings for search and provides multilingual translations, so your experiences are discoverable by travellers searching in languages you don’t speak, and on platforms you’re not actively managing.
  • A dedicated account manager. Once you’re live, Musement assigns you a personal account manager and provides 24/7 customer service — so you’re not left to figure things out on your own.
  • Quality standards that build customer trust. All experiences on Musement undergo regular audits for health and safety, sustainability practices, and quality assurance. Being part of a curated, quality-controlled platform means travellers book with more confidence — which translates into better conversion rates for your listings.
  • Diversified distribution. Adding Musement to your sales channel mix means you’re not entirely dependent on your website or any single OTA to keep your booking calendar full. If one channel has a slow month, others pick up the slack.
  • Automatic reporting. Musement provides suppliers with automatic reporting on bookings and performance, giving you visibility into how your listings are doing without having to pull data manually. And when you integrate with Bókun, all of that data automatically feeds into Bókun’s reports, too.

Musement<>Bókun connection

Bókun connects directly with Musement through the Bókun Marketplace, so your products, availability, and bookings sync automatically without you having to manage Musement’s backend separately. And our Musement connection is available in both our all-in-one tour operator software and Channel Manager.

Here’s what you get when you pair Bókun and Musement.

Connect to Musement alongside 70+ other OTAs from one dashboard

Bókun integrates with 70+ global OTAs — so when you connect to Musement, you can also connect to Viator, GetYourGuide, Google Things to Do, Airbnb Experiences, Civitatis, Klook, Tiqets, Headout, and dozens more from the same dashboard. No platform-switching, no separate logins, no juggling multiple calendars.

Add as many sales channels as you want with no caps on connections or per-channel fees. Every new OTA you connect is just another stream of bookings flowing into the same system — without adding any operational complexity on your end.

Real-time availability sync prevents double-bookings

One of the biggest risks of selling across multiple OTAs is double-bookings — a customer books the last spot on Musement right before someone else books it on your website, because availability didn’t sync in time. Bókun eliminates that risk entirely.

Bókun’s central booking calendar pulls bookings from all connected channels — your website, OTAs, partners, and affiliates — into a unified view, and it sends availability updates back to those channels as new bookings come in.

So when a customer books on Musement, availability instantly updates across every other connected channel. When a customer cancels on any channel, that slot automatically reopens everywhere else.

Create optimised product listings that win you bookings

Bókun’s product builder walks you through the steps to create detailed listings — with catchy names, itineraries, descriptions, photos, videos, duration, location, pricing, and availability. You can push these listings right over to Musement so you’re set up for success (and you don’t have to hassle with rebuilding listings everywhere you sell).

Our product builder also lets you offer add-ons, upsells, and combo packages to give your products a little more edge and increase average booking value.

Another benefit? Since we’re a Tripadvisor brand, you can link Bókun and Tripadvisor to feed Tripadvisor reviews onto your website.

Premium OTA partnerships competitors can’t match

As a Tripadvisor brand, Bókun is the #1 restech partner across major OTAs, and we hold exclusive partnerships with some of the world’s most popular online marketplaces:

In-built distribution beyond OTAs

When you join Bókun, you’re automatically added to the Bókun Marketplace. It’s one of the industry’s largest partner networks featuring thousands of travel businesses, including travel agents, DMCs, accommodation providers like hotels and resorts, transportation services, rental companies, and other tour guides and activity providers.

One of the biggest benefits here is that you can win new bookings from resellers. You can connect with virtually anyone in this Marketplace to get your experiences in front of their audiences and earn bookings from travellers around the world.

But you can also use this Marketplace to resell others’ travel products. This is popular among teams that want to build passive revenue streams and drive growth because it lets them earn commission on everything they sell without stretching their teams too thin. So if you’re already running at max capacity, or want a little extra money in your pocket to invest in business growth, partnering with other suppliers is a huge opportunity.

On top of those options, you can also create packages with partners. This is great for diversifying your product line and offering stand-out experiences that others in your niche can’t match.

Then, beyond the Marketplace, Bókun’s Referral Tracking lets you build your own affiliate network with any business or individual you choose — travel bloggers, social media influencers, tourism boards, local businesses, interest groups, you name it. Every affiliate gets a trackable booking link, so you can see exactly where your bookings are coming from and put more effort behind the partners who are actually delivering results.

Lowest booking fees in the industry

Every booking fee you pay is revenue you don’t keep — so the platform you choose to manage your OTA connections matters more than most operators realise. Bókun charges industry-low fees at just 1.5%, and fees are even lower as you grow (1.25% and 1% for enterprise customers).

Our fees are significantly lower than those of competitors, which typically charge between 3% and 8% for online bookings. And even more so than the competitors that charge extra integration fees to connect with OTAs like Musement.

Offline bookings — like walk-ins and phone bookings — are completely free to manage.

Plus, as we mentioned above, we offer 0% Bókun booking fees on Viator reservations — so if Viator is already one of your top-performing channels, you’re saving even more.

The more channels you add and the more bookings you take, the more that pricing advantage compounds.

Manage the entire operation — not just Musement

Channel management is the headline feature, but Bókun is built to run your entire business. Beyond connecting your OTAs, the platform includes a one-click website builder, booking engine widgets you can embed anywhere, product and resource management, a CRM with automated communications (booking confirmations, reminders, follow-ups, abandoned cart emails), customer self-service portals, check-in tools, staff scheduling, and analytics dashboards.

It’s everything you need to manage your operation under one roof, for $49/month, with no separate tools to stitch together and no surprise costs as you grow.

Most operators are up and running in an afternoon, and the platform scales from solo operators all the way to enterprise-level businesses without ever needing to migrate to a new system.

Getting started

Musement gives your tours and activities access to one of the largest tourism audiences in the world — 20 million+ customers across 100+ countries, backed by TUI’s brand recognition and marketing reach. For operators looking to grow beyond their website and expand their OTA presence, this channel is worth taking seriously.

The fastest way to get started is through Bókun. Connect to Musement through the Bókun Marketplace, sync your availability in real time across all channels, and manage your entire operation from a central dashboard.

And Bókun is far more than just a Musement connection. Our platform lets you connect to 70+ OTAs, tap into a Marketplace of thousands of travel industry partners, build your own affiliate network, run your website, create and optimise your product listings, automate your customer communications, and track performance across every channel. It’s the infrastructure that lets you scale your distribution without scaling your workload.

Start a 14-day free trial (no credit card required) or book a demo of our Channel Manager to see how Bókun works alongside Musement and your other OTA channels.

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