TUI confirms end of Thomson and First Choice
TUI confirmed today that it is to migrate to a single brand across all its markets, signalling the end of Thomson and First Choice, two of the best-known holiday brands in the UK.
Group chief executive Peter Long said the migration to the TUI brand would take place over several years to create ‘one power brand’.
"There’s no hurry, no urgency, it will all be done in a very controlled way," said Long. "We are not rushing to rebrand and we are not rebranding for the sake of it."
He said the migration would start in TUI’s smaller markets, including France and Holland and learn from lessons learned there before phasing out its popular brands in other markets. The UK, TUI’s largest source market, will be the last of 31 countries to switch
"We are not going to say overnight Thomson is gone. We are going to be very careful," added Long.
He said it would take two to three years to migrate all the brands, with the UK coming last.
Thomson is one of the UK’s largest brands, having been created 50 years ago this year. First Choice was originally launched as Owners Abroad in the 1970s, re-branding in the 1990s.
In addition to its two major holiday brands, TUI owns more than 70 other smaller brands in the UK, including Crystal, Hayes & Jarvis and Sovereign.
Long announced TUI’s decision to ditch its separate brands as he unveiled the Group’s financial results for the first half of the year, showing a €15 million cut in winter losses. At the same time, the Group confirmed it was selling its accommodation arm, LateRooms.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
CCS Insight: eSIMs ready to take the travel world by storm
Germany new European Entry/Exit System limited to a single airport on October 12, 2025
Airlines suspend Madagascar services following unrest and army revolt
Qatar Airways offers flexible payment options for European travellers
Air Mauritius reduces frequencies to Europe and Asia for the holiday season