TUI is to develop a new digital platform to make it easier for agents and customers to put together multi-day tours.

The operator has signed a deal with travel technology company Nezasa, which it said would deliver better, more personalised experiences for its customers.

It said the multi-day tours market is worth €96bn but remains largely offline and highly fragments, presenting a significant consolidation opportunity.

“Through a digital platform model, TUI aims to drive the transformation of the market and strengthen its role as a leading player in multi-day tours,” it said.

“We have achieved strong growth in excursions, activities and tickets through the Musement platform and will now leverage this experience to drive the digitalisation of the multi-day tours market,” added David Schelp, CEO of TUI Musement, the tours and activities division of TUI Group.

“In Nezasa, we have partnered with one of the most advanced travel tech providers in the industry and together we will build a multi-day tours platform for the next era of travel.”

Once complete, TUI said customers and partners will be able to access TUI travel components to produce personalised multi-day tours.