Travel Giant TUI Operates as Globally Unified Brand

In 2015, TUI Group launched its international oneBrand initiative and by October 2017, all major European tour operator brands were rebranded to the global TUI master brand, an announcement said on Thursday.

The announcement follows the recent rebrand of Thomson, Britain’s biggest travel company, as TUI.

“One globally unified brand creates confidence, reliability and guidance for our customers,” said Erik Friemuth, TUI Group Chief Marketing Officer.

TUI’s rebrand has now completed in 100 countries.

“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,” Friemuth added.

Following 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 the company’s 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.

According to TUI, 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.

The company’s first national brands were rebranded back in 2015. Local brands such as Fritidsresor (Sweden) or Arke (the Netherlands) are now called TUI.