TUI Group has forged an alliance with Spain and Andorra-based hotel chain Sercotel to expand its tours and activities sector.

The partnership aims to enhance the travel experience by integrating TUI’s advanced digital platform for Tours & Activities with Sercotel’s website.

TUI said its digital platform is seamlessly integrated into Sercotel’s online presence to offer customers a wide range of experiences in all locations where Sercotel operates.

This includes key Spanish cities and Andorra, from Barcelona and Madrid to the Canary Islands.

Sercotel is said to be the first hotel chain to provide access to the exclusive National Geographic Day Tours.

Among the experiences now available through the partnership are guided exploration of Córdoba’s Medina-Azahara and visits to Barcelona’s Moco Museum.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData

Sercotel’s chief commercial officer Bernardo Losada said: “At Sercotel, we say: ‘Welcome to your best’, as we aim to give our clients the best possible experience during their trip, and through our partnership with TUI we are now able to offer them the best tours and activities to complement their stay at our hotels.

“TUI provided a winning combination of great technology, strong compliance and superb products, including some amazing excursions available exclusively from TUI.”

In November 2023, hospitality company Choice Hotels EMEA signed a distribution agreement with Sercotel.

This marked a key development in a partnership that has been ongoing since 2018.

Choice Hotels EMEA and Sercotel are planning a co-branded booth and client event at the Incentives, Business Travel and Meeting World event in Barcelona, Spain.