---
title: Case study: How TUI enhanced its service proposition with SmartGuide's premium audio guides
description: "Here’s a concise and SEO-friendly **meta description** for your blog:\n\n**Meta Description:**\nDiscover how TUI enhanced its Extra Service package by integrating SmartGuide’s digital audio tours. Learn how self-guided tours added value for travelers and improved service delivery."
image: https://blog.smart-guide.org/hubfs/upscalemedia-transformed%201.png
---

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 Jul 22, 2025, 9:21:28 AM

# Case study: How TUI enhanced its service proposition with SmartGuide's premium audio guides

[SmartGuide](https://blog.smart-guide.org/en/author/smartguide)

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TUI, the world’s largest integrated tourism business, has taken steps to enhance its service proposition by integrating  [SmartGuide's](https://www.smartguide.app/) premium audio guides into a new service upgrade. This move allows TUI to offer travellers access to useful travel content without relying on [traditional guided tours](https://blog.smart-guide.org/en/conventional-vs-digital-audio-guides-whats-the-best-audio-guide-option?hsLang=en).

This blog outlines how TUI added more value to its “Extra Service” package with the inclusion of audio guides and self-guided tours powered by SmartGuide. It also explains how this addition benefits both travellers and the company, as well as how the collaboration with SmartGuide supports TUI’s commitment to providing digitally powered travel solutions allowing customers to make the most of their time away.

![SmartGuide digital audio guide](https://blog.smart-guide.org/hs-fs/hubfs/123.webp?width=612&height=408&name=123.webp)

*Image downloaded from [iStock](https://media.istockphoto.com/id/1301492536/photo/portrait-of-a-happy-student-listening-music-on-his-way.webp?a=1&b=1&s=612x612&w=0&k=20&c=N8xXWUMCKBkz48v5e8cT0piGogJIWzlKsDmI617yRX0=)*

## TUI and SmartGuide at a glance

[TUI](https://www.tuigroup.com/) 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](https://1851524.hubspotpreview-na1.com/en/conventional-vs-digital-audio-guides-whats-the-best-audio-guide-option) platform, helping travellers explore independently with GPS-based guides that also work offline. With coverage in over [1,600 destinations](https://www.smart-guide.org/en/destinations?_gl=1*1xw6r04*_gcl_au*MTc0MzI1NjE0OC4xNzUyMTM4NDE0) and 100,000+ [points of interest](https://blog.smart-guide.org/en/promote-a-single-point-of-interest-in-a-digital-travel-guide-of-a-destination?hsLang=en#:~:text=Point%20of%20Interest%20(POI)%20advertising,businesses%20and%20their%20target%20audience.), 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](https://blog.smart-guide.org/en/how-to-provide-self-guided-tours-for-visitors-easily?hsLang=en) 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.

![SmartGuide digital audio guide](https://blog.smart-guide.org/hs-fs/hubfs/upscalemedia-transformed%201.png?width=2418&height=1204&name=upscalemedia-transformed%201.png)

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

![SmartGuide digital audio guide](https://blog.smart-guide.org/hs-fs/hubfs/upscalemedia-transformed%202.png?width=616&height=595&name=upscalemedia-transformed%202.png)

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

TUI’s case study shows how self-guided tours and [audio guide apps](https://1851524.hubspotpreview-na1.com/en/5-best-tour-guide-apps-in-2024-where-to-publish-your-destinations-guide) 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](https://blog.smart-guide.org/en/the-easiest-way-for-tour-operators-to-start-selling-self-guided-tours-a-digital-guide-platform?hsLang=en) to suit your needs. **Contact us today to explore the right solution for your business.**

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[Tour guide app](https://blog.smart-guide.org/en/tag/tour-guide-app), [Digital audio guide](https://blog.smart-guide.org/en/tag/digital-audio-guide), [Self-guided tours](https://blog.smart-guide.org/en/tag/self-guided-tours), [Tour operators](https://blog.smart-guide.org/en/tag/tour-operators), [Tour guide system](https://blog.smart-guide.org/en/tag/tour-guide-system)

## Related posts

[![](https://blog.smart-guide.org/hs-fs/hubfs/SmartGuide%20digital%20audio%20guide%20and%20the%20Czech%20Government%20partner%20to%20Restart%20Tourism%2002.jpg?height=200&name=SmartGuide%20digital%20audio%20guide%20and%20the%20Czech%20Government%20partner%20to%20Restart%20Tourism%2002.jpg)](https://blog.smart-guide.org/en/smartguide-digital-audio-guide-and-the-czech-government?hsLang=en)

[Tour guide app](https://blog.smart-guide.org/en/tag/tour-guide-app), [Audio guide](https://blog.smart-guide.org/en/tag/audio-guide), [Digital audio guide](https://blog.smart-guide.org/en/tag/digital-audio-guide), [Self-guided tours](https://blog.smart-guide.org/en/tag/self-guided-tours), [Tourist destinations](https://blog.smart-guide.org/en/tag/tourist-destinations), [Tour guide system](https://blog.smart-guide.org/en/tag/tour-guide-system), [Tour guide solutions](https://blog.smart-guide.org/en/tag/tour-guide-solutions), [Tourism boards](https://blog.smart-guide.org/en/tag/tourism-boards)

## [SmartGuide's digital audio guide platform and the Czech Government partner to Restart Tourism during and after the pandemic](https://blog.smart-guide.org/en/smartguide-digital-audio-guide-and-the-czech-government?hsLang=en)

[SmartGuide](https://blog.smart-guide.org/en/author/smartguide) 

 Jul 6, 2023, 7:23:57 AM

In recent years, the Czech Republic has seen a surge in tourism, with visitors flocking to its...

[Read more](https://blog.smart-guide.org/en/smartguide-digital-audio-guide-and-the-czech-government?hsLang=en)

[![](https://blog.smart-guide.org/hs-fs/hubfs/Untitled%20presentation%20(52).png?height=200&name=Untitled%20presentation%20(52).png)](https://blog.smart-guide.org/en/tour-guide-solutions-for-self-guided-tours-a-comparison-between-smartguide-and-stqry?hsLang=en)

[Audio guide](https://blog.smart-guide.org/en/tag/audio-guide), [Digital audio guide](https://blog.smart-guide.org/en/tag/digital-audio-guide), [Self-guided tours](https://blog.smart-guide.org/en/tag/self-guided-tours), [Tourist attractions](https://blog.smart-guide.org/en/tag/tourist-attractions), [Tourist destinations](https://blog.smart-guide.org/en/tag/tourist-destinations), [Tour operators](https://blog.smart-guide.org/en/tag/tour-operators), [Destination management organization](https://blog.smart-guide.org/en/tag/destination-management-organization), [Tour guide solutions](https://blog.smart-guide.org/en/tag/tour-guide-solutions), [GPS tour guide](https://blog.smart-guide.org/en/tag/gps-tour-guide), [GPS audio tours](https://blog.smart-guide.org/en/tag/gps-audio-tours), [GPS heatmaps](https://blog.smart-guide.org/en/tag/gps-heatmaps), [Data dashboards](https://blog.smart-guide.org/en/tag/data-dashboards), [Digital guide creation](https://blog.smart-guide.org/en/tag/digital-guide-creation), [Tourism businesses](https://blog.smart-guide.org/en/tag/tourism-businesses)

## [Exploring the solutions for self-guided tours: A comparison between SmartGuide and STQRY](https://blog.smart-guide.org/en/tour-guide-solutions-for-self-guided-tours-a-comparison-between-smartguide-and-stqry?hsLang=en)

[SmartGuide](https://blog.smart-guide.org/en/author/smartguide) 

 Nov 23, 2023, 6:18:27 AM

Today's travelers seek authenticity, engagement, and convenience. The time of static brochures is...

[Read more](https://blog.smart-guide.org/en/tour-guide-solutions-for-self-guided-tours-a-comparison-between-smartguide-and-stqry?hsLang=en)

[![](https://blog.smart-guide.org/hs-fs/hubfs/new%20one.png?height=200&name=new%20one.png)](https://blog.smart-guide.org/en/smartguides-country-wide-thematic-tours?hsLang=en)

[Digital audio guide](https://blog.smart-guide.org/en/tag/digital-audio-guide), [Tourist destinations](https://blog.smart-guide.org/en/tag/tourist-destinations), [Tourism boards](https://blog.smart-guide.org/en/tag/tourism-boards), [Digital guide creation](https://blog.smart-guide.org/en/tag/digital-guide-creation), [Tourism businesses](https://blog.smart-guide.org/en/tag/tourism-businesses), [News](https://blog.smart-guide.org/en/tag/news)

## [SmartGuide's country-wide thematic tours](https://blog.smart-guide.org/en/smartguides-country-wide-thematic-tours?hsLang=en)

[SmartGuide](https://blog.smart-guide.org/en/author/smartguide) 

 Mar 17, 2025, 10:36:34 AM

SmartGuidedigital audio guide platform keeps expanding its offerings, making exploration simpler...

[Read more](https://blog.smart-guide.org/en/smartguides-country-wide-thematic-tours?hsLang=en)

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