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Company: TUI Group        

Brand value: US$1,643 million

Change since 2018: 31%

Headquarter city: Hannover

Category: Travel Agencies

Year formed: 1923

TUI Group is the world’s largest tourism business. It comprises 1,600 travel agencies, online portals, six airlines, over 380 hotels and resorts, and 16 cruise liners. TUI provides around 20 million customers a year with holidays to 180 countries and regions. The TUI smile logo, used by the brand for 13 years, has become one of the most readily recognized symbols in the European tourism industry. This logo, and the TUI name, is now used consistently across the markets in which TUI operates, under a “oneBrand” strategy that saw local operations in the Group, such as the UK’s Thomson, rebrand. Consistent branding helps TUI deliver a consistent consumer experience, as holidaymakers going from flight to airport transfer to hotel will know to “Follow the Smile”. TUI tour operators have a strong presence in Austria, Poland, Switzerland, Denmark, Finland, Norway, Sweden, France, Belgium, the Netherlands, China, Russia and Ukraine. The business employs around 67,000 people.