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TUI Group moves to consolidate under single brand

TUI Group moves to consolidate under single brand

The TUI Group launches its international ‘One Brand’ campaign today.

By 2017, all major European tour operator brands will be rebranded with the TUI master brand.

Today’s rebranding of the Dutch subsidiary Arke will mark the start of the process, with the rebranding of all travel agencies and the launch of the new TUI website

The TUI branding, already established in the German market, will also be rolled out in the international subsidiaries of the world’s number one tourism group in future.

The TUI master brand will replace the large tour operator brands, starting in the Netherlands and France in 2015, to be followed by Belgium, the Nordics and the UK in the next two years.


Apart from rolling out the typical TUI logo and brand name, the campaign will also provide a new design for all travel agencies and TUI Airlines aircraft with the master brand.

At Schiphol airport in Amsterdam the first Boeing Dreamliner with the new TUI branding has departed for the Dominican Republic.

The airports at the key holiday destinations will also use a unified branding.

After arrival, all customers will exclusively follow the TUI smile in the terminal.

TUI Group chief marketing officer Erik Friemuth said: “Creating an internationally unified branding will enable us to offer our customers a consistent holiday experience.

“A unified global brand will also significantly enhance our competitiveness in the important online segment and help us modernise our brand.

“Our Dutch colleagues have implemented the rebranding campaign within a very short period of time, and we are very proud of what they have achieved.

“They will now be the blueprint for the other European markets.”