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Tui Group targets lower end of the market with new European-wide budget brand launch

Financial results
Harry Kemble
10 February 2026

Tui Group hopes to improve its performance in the lower end of the market with the launch of a new pan-European budget holiday brand "in the very near future".

Sebastian Ebel succeeded Fritz Joussen as Tui Group chief executive earlier this year

Tui chief executive Sebastian Ebel

Speaking during the European travel giant's first quarter results call on Tuesday (10 February), chief executive Sebastian Ebel hailed the group's "very strong" performance in the "four or five-star" market.

However, he admitted an area of weakness for the company is in the "lower end", adding: "To move into the budget segment and to get a decent return is more challenging."

"If we want to be successful we need a different cost structure, less complex product and so on," he said. "We will bring a new product into Europe. It will be in the very near future.