As of today, TUI operates as a globally unified brand


In 2015, TUI Group launched its international oneBrand initiative. By October 2017, all major European tour operator brands were rebranded to the global TUI master brand. Whether in the Netherlands, Germany, France, Sweden or – as of today – the UK and Ireland: Customers now book TUI across the board.

Erik Friemuth, TUI Group Chief Marketing Officer: “One globally unified brand creates confidence, reliability and guidance for our customers. I am proud of what our international teams have achieved within a very short timeframe. A unified brand above all reflects the strengths of TUI’s integrated business model – whether in a travel agency, aircraft, cruise ship or hotel, we cater to our customers throughout their holiday. Already, a first conclusion can be drawn: TUI is Europe’s most popular travel brand.”

The first national brands were successfully rebranded back in 2015. Local brands such as Fritidsresor (Sweden) or Arke (the Netherlands) are now called TUI. Apart from unified branding with the famous red smile, the global master also brand offers other benefits. Customers do not only experience one of Europe’s strongest and most popular brands at home, but benefit from better guidance in the destination country: From the airport check-in via the bus transfer and the hotel itself all the way to local services by TUI staff: The motto “Think Travel, Think TUI“ characterises the entire customer experience. The global branding is additionally underpinned by the pan-European advertising campaign ‘For You’. A consistent brand allows a lot of opportunities online, for example In apps or web services.

However, the unified branding also simplifies communication with external business associates – it helps to develop joint hotel and aircraft purchasing activities and create greater transparency vis-à-vis a larger number of hoteliers. It enables TUI as the overall biggest tourism partner in many destinations to demonstrate its strength and presence on the ground.

Thanks to the rebrand, more than 1,600 travel agencies owned by TUI now also feature a modern look, hundreds of airport counters and stations provide guidance to our guests, and a large number of TUI Group’s 65,000 employees now work for the core brand or its directly associated product brands such as Robinson Club, TUI Magic Life, TUI Cruises or TUI Sensatori.

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