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Published on Wednesday, May 13, 2015

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.


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