Tui claims to have been vindicated in its planned move to a single brand across Europe.
This came as the travel giant was shown to have achieved the strongest growth in brand value of all companies in Germany included in a study by brand consultancy Interbrand.
Its latest ranking of the most valuable brands in Germany show Tui climbing from 30th to 24th position in a year, with a brand value growth of 43% to €1.4 billion. This was the biggest jump in the overall ranking.
Interbrand’s brand experts emphasise that the group will achieve a greater presence and gain continuity due to the ongoing pooling of all services and sub-brands under the Tui name.
Tui Group confirmed last month its intention to operate in Europe under a single Tui brand in the future.
The brand migration process will be launched in the Netherlands before the end of the year and will be implemented in the other markets based on a phased approach, according to the company.
Chief marketing officer, Erik Friemuth, said: “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.
“We are thus creating significant value growth for our group.”