Priceline enters tours and activities game with launch of Priceline Experiences

Booking Holdings-owned online travel agency Priceline is expanding into the tours and activities market with the launch of Priceline Experiences.

Built in partnership with tours and activities OTA Musement, Priceline Experiences will offer more than 80,000 bookable activities in more than 100 countries, adding to Priceline’s existing inventory of hotels, flights, alternative accommodations, rental cars, cruises and packages.

“Our goal has always been to help people experience the moments that matter. We know that for Priceline customers, those moments typically include activities while on vacation - and that these experiences are often the most memorable parts of their trips," says Priceline CEO Brett Keller. 

"With Priceline Experiences, we not only want to help travelers reach their destinations, but also to enjoy their time there to the fullest … so we built a product to help them do just that."

Musement, which was acquired by TUI Group in 2018, has powered Booking.com’s tours and activities offerings since June 2020. At the time, it was the first third-party agreement by Booking.com to secure inventory from an existing consumer-facing player.

German metasearch company Trivago, which sits under the Expedia Group umbrella, also entered a deal with Musement in April 2021 to begin selling tours and activities on its site.

Priceline says its experiences product will offer everything from skip-the-line access at major attractions to off-the-beaten-path local tours.

According to the brand’s proprietary research, Priceline customers over-index in in-destination activities and frequently choose active vacations that include multiple experiences.

"Travelers now, more than ever, seek unique experiences where they can fully immerse themselves in the local culture," Keller says.

"Coming out of the pandemic, we're seeing that many local activity providers still have limited staff and ability to accommodate last minute bookings. Priceline Experiences enables customers to plan ahead and reserve popular activities, so they don't miss out on the experiences that are most important to them."