Speaking following the release of the group’s half-year results, group chief executive Fritz Joussen said unaided awareness of the Tui brand in the UK was now “where Thomson was before the rebrand”.
“We are all done,” he said.
“When you look at brand health tracking, awareness is where it should be, we have more direct, more online, and younger customers feel a higher appreciation.
“Tui is now compared to a brand 10 years younger. A brand usually ages with the customer.
“We took the chance to reinvigorate the brand presence in all markets.
