TUI on its path towards a globally unified brand

  • Netherlands delivers first market roll-out: Arke rebranded as TUI at midnight
  • First step towards internationally unified branding taken
  • 130 Dutch travel agencies rebranded with new TUI design
  • 1,500 employees held a helloTUI party in Utrecht
  • International Group tour operators rebrand as TUI
  • First Dreamliner with new TUI design departs from Amsterdam-Schiphol

The TUI Group launches its international oneBrand 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 with the rebranding of all travel agencies and the launch of the new TUI website at

“Discover your smile“ – combined with the well-known red smile formed from the three characters of the TUI brand name: 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.

Erik Friemuth, member of the Group Executive Committee and Chief Marketing Officer of the TUI Group: “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.“

In the Netherlands, around 130 Arke travel agencies will be rebranded to TUI today. At the same time, the new website will be launched at Around 1,500 TUI Nederland employees held a helloTUI party yesterday to celebrate the new brand name.

Hanover, October 01, 2015


Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.