TUI has achieved the strongest growth in brand value of all companies included in a study conducted by brand consultancy Interbrand to rank the most valuable brands in Germany.
TUI’s brand value grew by 43% to €1.4 billion, pushing it six places up the rankings to 24th among all German companies.
Last month, TUI announced it will migrate the brand to its other European markets, where it will replace other TUI-owned brands.
The brand migration process will be launched in the Netherlands before the end of the year and in the UK it will replace the Thomson, First Choice and other TUI-owned brands within two to three years..
"The result of the Interbrand study has shown that we have set out on the right path in focusing our activities on the TUI brand," said TUI Group chief marketing officer Erik Friemuth.
"We are thus creating significant value growth for our Group."
