The partnership aims to enhance the travel experience. Credit: 3534679 from Pixabay.

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.

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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.

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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.