TUI Musement – the Tours & Activities division of TUI Group – has been recognised with three distinctions at the International Customer Experience Awards (ICXA), an annual event that celebrates the most innovative and effective customer experience initiatives worldwide.
The company won Gold in “Best Use of AI”, Silver in “Best Complaint Handling”, and Bronze in “Best Use of Customer Insight and Feedback”, strengthening its position as a leader in technology-driven improvements and customer-centric strategies.
The ICXA, held recently in London, brought together companies from multiple sectors — from technology to travel — recognised for excellence in customer experience. In this edition, TUI Musement competed alongside major global brands and was awarded for initiatives that are redefining how travellers interact with TUI throughout their holiday.
“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.
The Gold award recognises the development of SAM AI, TUI Musement’s intelligent chat application that provides instant assistance to customers at different stages of their journey. SAM reduces friction, increases self-service and helps minimise the need for calls or escalations. Built on real customer data and designed to mirror the empathy and expertise of TUI teams, the system represents a major step forward in combining human care with innovative technology to support travellers during their holiday
The Silver award in Best Complaint Handling honours the “Make Happy Happen” approach, a cultural shift in how TUI handles issues during the holiday. Instead of viewing complaints solely as problems to solve, this mindset empowers teams to act quickly, personally and meaningfully — turning difficult moments into opportunities to strengthen trust and improve the holiday experience. This customer-centric approach, grounded in empathy and personal attention, continues to support improvements in overall customer satisfaction across destinations.
Finally, the Bronze award in Best Use of Customer Insight and Feedback highlights TUI Musement’s ability to integrate customer voice into decision-making. Through one of the most comprehensive Voice of the Customer ecosystems in the travel sector, teams at all levels have access to sentiment, NPS, CSAT and in-destination feedback. These insights enable frontline colleagues to respond to emerging needs immediately and help the organisation continuously refine its products and operations. In recent years, this insight-driven approach has supported steady progress in overall customer satisfaction and service quality.
These recognitions are part of TUI Musement’s global strategy, which combines technology, data, and personalised attention to deliver smoother, more satisfying experiences for travellers. The International Customer Experience Awards annually recognise individuals and organisations driving excellence in customer experience worldwide. Their mission is to provide a transparent and rigorous platform that acknowledges the best projects in customer experience, innovation, and digital transformation.
