Tui Group completed its global rebranding this week with all major European tour operator brands now rebranded to the TUI master brand.

The group confirmed completion of the rebrand in the UK and Ireland, the last source market to undergo the process following earlier rebranding in the Netherlands, Germany, France and Sweden.

Tui launched its ‘one brand’ initiative in 2015.

Group chief marketing officer Erik Friemuth said: “One globally unified brand creates confidence, reliability and guidance for our customers.

“A unified brand above all reflects the strengths of TUI’s integrated business model – whether in a travel agency, aircraft, cruise ship or hotel, we cater to our customers throughout their holiday.”

Tui said the unified branding “also simplifies communication with external business associates.

“It helps to develop joint hotel and aircraft purchasing activities and create greater transparency vis-à-vis a larger number of hoteliers.

“It enables TUI as the biggest tourism partner in many destinations to demonstrate its strength and presence on the ground.”

The rebranding extends to more than 1,600 travel agencies and to hundreds of airport counters.

Tui UK’s all-inclusive tour operator brand First Choice has retained its name, but the well-known Thomson tour operator and travel agency brand in the UK has gone.