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Company: TUI AG

Brand value: US$1,257 million

Headquarter city: Hannover

Industry: Travel Agencies

Year formed: 1923


TUI Group is the world’s largest tourism business, linking 1,600 travel agencies, online portals, six airlines, more than 300 hotels and 16 cruise liners. This network enables the business to provide 20 million customers  a year with holidays in 180 destinations around the world. The business began as an industrial company, Preussag AG, but has gradually shifted into the tourism market through a series of acquisitions, firstly the Hapag-Lloyd tourism company, along with other sizable players in the industry from around Europe, including Thomson, Fritidsresor and Nouvelles Frontières. The business also took shareholdings in the hotel groups RIU and Magic Life. In 2007, it merged with First Choice Holidays, based on the UK, to form TUI Travel Plc, with TUI AG the major shareholder. TUI’s blue and red logo features a smile, and communications focus on the tagline “Discover your smile”. Since October 2017, all TUI operations will be branded according to the TUI master brand, which the company says will create consistency, confidence, reliability and guidance for customers. A global branding campaign “For you” underlines the promise to create the perfect holiday for every customer’s needs. In addition to TV and outdoor advertising, TUI makes use of social media’s widespread usage among holidaymakers. The #TUIgrammers campaign aims to build a bank of photo, video, blog, and Twitter content to create excitement around holidays and build brand awareness. TUI Group’s shares are listed on the London Stock Exchange, are represented in the FTSE index, and in the Open Market on the Frankfurt Stock Exchange.