Video: TUI’s CMO on Growing an Established Brand in a Fragmented Market
Photo Credit: TUI Group Chief Marketing Officer Erik Friemuth was interviewed at the Skift Forum Europe in London in April 2017. Skift
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 geograp
