Case study: How TUI enhanced its tour offerings with SmartGuide's premium audio guides

TUI, one of the world’s top travel brands, has taken steps to enhance its tour offerings by integrating the SmartGuide's premium audio guides. This move allowed TUI to offer travelers more flexibility and useful travel content without relying on traditional guided tours.

This blog outlines how TUI added more value to its “Extra Service” package through access to audio guides and self-guided tours powered by SmartGuide. It also explains how this addition benefits both travelers and the company, as well as how the collaboration with SmartGuide supports TUI’s commitment to providing high-tech, customer-friendly traveling adventures.

Image downloaded from iStock

TUI and SmartGuide at a glance

TUI Group is a leading global travel company based in Germany, publicly listed on the MDAX and the Lower Saxony Stock Exchange. It serves 32 million customers through an extensive network that includes more than 400 hotels, 18 cruise ships, five airlines with over 130 aircraft, and 1,200 travel agencies. On the other hand, SmartGuide is the world's #1 digital audio guide platform, helping travelers explore independently with GPS-based guides that also work offline. With coverage in over 1,600 destinations and 100,000+ points of interest, SmartGuide is trusted by destinations, attractions, museums, tour operators, tourism boards, and travel businesses around the world. The collaboration between TUI and SmartGuide brought self-guided tours into TUI’s Extra Service offering, combining SmartGuide’s technology with TUI’s well-established customer service model.

Adding a new layer of value in TUI’s service offering with audio guides

TUI wanted to boost the value of its Extra Service add-on, particularly for holidaymakers heading to Rhodes. The goal was to offer something modern and helpful without adding logistical complications for the company or its team. A digital solution was needed—one that could improve the travel experience, support independent exploration, and fit smoothly within TUI’s existing service structure. To meet these needs, TUI turned to SmartGuide and its digital audio guides.

SmartGuide was integrated into TUI’s customer journey as part of the Extra Service package. Travelers who upgraded received access to SmartGuide Premium self-guided tours, which included GPS-based audio guides with offline access. TUI-branded screens inside the app made the product feel personalized, while the tours themselves offered curated content in a simple and convenient format. TUI also added clear messaging about SmartGuide to its official service web pages, helping customers understand what they would receive and making the upgrade decision easier.

By partnering with SmartGuide, TUI highlights its focus on next-generation travel solutions and maintains a competitive edge in the digital age.

Are you ready to level up your tourism services like TUI? 

TUI’s case study shows how self-guided tours and audio guide apps can support advanced travel services. SmartGuide helps tour operators offer self-guided audio tours without the need for complex tech. With multiple solutions tailored for tour providers and tourism businesses, this digital audio guide platform makes it easy to upgrade your offerings and increase traveler satisfaction. Whether you want to improve upsells or offer standalone tours, SmartGuide provides a range of monetization models to suit your needs. Contact us today to explore the right solution for your business.