Skift Take

TUI Group has a big job on its hands during its move away from country-specific brands, but the prize is a substantial one. If it manages to create a global superbrand it will make it much easier to expand into new areas and markets.

TUI Group is going through a period of considerable change. The merger of the two TUIs in 2014 combined a tour operating business with a portfolio of cruise ships and hotels, to create the world’s biggest tourism company.

This is allowing the group to grow, both in terms of the content it offers consumers and in its geographical reach.

“TUI is very well known and well trusted for sun and beach holidays—for this once-a-year family vacation—and we would like to expand this scope,” said Chief Marketing Officer Erik Friemuth during an on-stage interview at the inaugural Skift Forum Europe held in London in April.

TUI also plans to take the brand into new markets, firstly in Europe but then South America and Asia.

You can watch the full discussion below.

Note: Initial planning is in full-swing for our flagship event Skift Global Forum, which will be held September 26-27 in New York City. We wanted to make sure our most loyal Skift readers were able to purchase their tickets early and were rewarded for doing so. That’s why we’ve re-opened up our previously sold out early bird discount for an additional 35 tickets. Attendees can now save $800 per ticket on the largest creative business conference in travel.

Read more coverage of Skift Forum Europe 2017.

At this year’s inaugural Skift Forum Europe in London, travel leaders from around the world gathered for a day of inspiration, information, and conversation on the future of travel.

Visit our Skift Global Forum site for more details about 2017 events, including our New York City event September 26-27.


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Tags: Skift Forum Europe - 2017, tui group

Photo credit: TUI Group Chief Marketing Officer Erik Friemuth was interviewed at the Skift Forum Europe in London in April 2017. Skift

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