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.

“We have seen an online shift, a direct shift. We have used the opportunity to rebrand and reposition the brand at the same time. It’s younger, more direct, more digital. The effect is very positive.”

Joussen added that as well as customers, employees were also positively impacted by the rebrand.

“It’s easier for us to hire young digital talent into a global company with a global brand than into local companies with local brand,” he said.