Our TUI brand book - TUI Travel Center

Our TUI brand book 

How to increase brand value: the brand book of the world of TUI.

Dr Michael Frenzel 

‘Since we launched the TUI 

Aligned Brands in 2001 we have 

had a clear vision: to be the 

leading leisure brand.’ 

Peter Long 

‘Our customers choose to book 

their holidays with our high-quality, 

trustworthy brands. Through these 

brands we offer differentiated 

holiday experiences and value.’ 

Welcome to the 

TUI brand exploration! 

Our TUI Smile is one of the company’s most valuable assets. Since its launch in 2001, the 

brand value has been successfully established. It is worth all the emotions as the source of 

customers’ inspiration and our passion. 

We appreciate that customers tastes evolve and we lead and evolve with them. It was 

decided, therefore, to develop the brand further by creating a new vision: ‘making travel 

experiences special’. Both the brand identity and the brand design have been remodelled 

and expanded in order to increase the brand value. Our main objective is to demonstrate 

our brand power, to make full use of new segments such as individual and premium travel, 

to meet the requirements of new target groups and ensure our company’s success, as well 

as to increase the value of our brand. 

Our new brand book is more than just a book; it is there to inspire, to motivate and to 

assist you in your daily tasks, to give orientation and guidance in order to contribute 

successfully to our brand. It will provide you with substantial information regarding our 

strategic goals, our positioning and the brand experience. 

It is you we count on when keeping our brand alive and making it even better! 

Dr Michael Frenzel 

Chief Executive TUI AG 

Chairman TUI Travel PLC 

Peter Long 

CEO TUI Travel PLC

When creating brand value for 

Thomson our key objective 

is to provide a service that 

not only works consistently 

but also exceeds customers‘ 

expectations. 

Tim Williamson | Customer Director, 

TUI UK & Ireland 

Our TUI Aligned Brands already occupy 

a quality leadership position in most of 

our markets. Based on a good customer 

understanding and a differentiated brand 

promise we want to deliver a superior 

brand performance. What the brand 

promises has to be delivered consistently 

at all points of contact with our customers. 

Only with a superior mix of product, 

service, distribution, pricing and communication 

are we able to exceed customer 

expectations and create special holiday 

experiences. 

Michael Lambertz | Director Group Marketing, 

TUI Travel 

TUI Germany creates brand value 

through its in-depth understanding 

of customers. Based on 

this we communicate our differentiated 

brand promise consistently, 

forcefully and continuously 

in the market. TUI stands for 

trust, safety, quality, motivation, 

sustainability and inspiration. 

We deliver what we promise and, 

furthermore, we surprise and 

inspire our customers with new 

services and product ideas. 

Ina zur Oven-Krockhaus | 

Head of Brand Management, TUI Germany 

Excelling 

tog 

With our two brands Arke and 

Holland International we are 

the market leader in Holland. 

It goes without saying that the 

quality of our holidays exceeds 

expectations but this is not 

enough. We aim to take the 

lead in promoting sustainable 

tourism as well as establishing 

new destinations. All of this we 

do with a smile, knowing that 

holidays are the most beautiful 

time of the year. 

Ruud de Meer | Manager Marketing and 

Sales, TUI Netherlands 

ether 

With Jetair we are creating 

brand value by delivering what 

we promise: the best products 

and great service, turning our 

holidays into the most beautiful 

time of the year for our customers. 

We keep a close watch 

on products and services and 

try to make things better with 

innovations big and small. We 

communicate reliability while 

increasing sympathy for our 

brand. 

Kurt Vertraete | Marketing Director, 

TUI Belgium

I am delighted to be with TUI 

Russia & CIS now. I believe that 

this brand will change the market 

for the better – making foreign 

travel a simpler, more reliable and 

enjoyable experience. I am really 

pleased to be a member of the 

international TUI brand family. 

Daria Kaplunova | 

Marketing Director, 

TUI Russia & CIS 

new 

Entering 

markets 

добро пожаловать … or welcome to the world of TUI! We are very proud that our family of TUI Aligned 

Brands is becoming further global. We make people smile – also in our new markets Russia and Ukraine. 

As the first Western tour operator brand to enter these markets, we are able to successfully leverage our 

common brand here. This enhances brand value for our businesses.

8 

9 

Exploring 

new segme 

nts but 

By stepping into new business 

segments, TUI succeeds in not 

only profiting from new business 

opportunities but also in broadening 

customers‘ horizons. 

Nils Behrens | Marketing Director, 

TUI Cruises 

Consumer needs around the globe are becoming increasingly diverse. Therefore as 

a global brand we cannot just rely on providing ordinary holiday packages. We have 

to cover new segments that add to our brand’s promise. This is what we have done 

with TUI Cruises. From now on, customers can enjoy our brand not only overseas 

also on the sea – the journey itself being a branded experience.

10 

11 

It is you who gives the brand a face for our customers. Whether on board one of our 

planes, our cruise liners or at the reception desk in one of our hotels around the world. 

It is you who ensures that everything runs smoothly. Whether in the maintenance, 

marketing, controlling, human resources or IT department. It is you that makes TUI 

work – always delivering on the TUI brand’s promise. 

Enabling 

pride

Our brand strategy 

Our 

brand strategy 

01

Our strategic role. 

Our target group. 

Our competitors. 

Our brand architecture. 

Our brand value management. 

Our common marketing process. 

Conclusion. 

Notes. 

04–05 

06–07 

08–09 

10–13 

14–15 

16–17 

18 

19 

All strategy is a living process. It is a matter of 

reflection. Asking yourself what the status quo is and 

defining your starting point. Our source markets are 

heterogeneous. We are faced with a variety of target 

groups, tough competition and different starting positions, 

which means we will have to clearly define our 

common target. 

Knowing our target 

makes us aim and reach beyond. 

The way to achieve our goals might not always be the 

same. However, we will be heading in the same direction 

more often than we think. We will be exposed 

to different experiences – which is good if we learn 

to share them. We are all aiming at going that much 

further, unleashing the great potential that lies within 

our company for creating lasting brand value. 

01

4 

OUR BRAND STRATEGy | sTRaTEgIc ROLE 

5 

Our strategic role: 

vivid, not static. 

The perceptual map defines our strategic role: 

When the TUI Smile was first launched in 2001 the core focus of TUI Aligned 

Brands was on sun & beach mainstream holidays. In terms of value, part of our 

portfolio was positioned in the budget segments. However, the majority of products 

were in the quality segment and only a few of our products were positioned 

in the premium segment. 

Due to changing customer needs and market conditions we changed our brand 

positioning in two directions. Firstly, an upgrade towards more premium and less 

budget products, secondly an expansion of more individualised products besides 

sun & beach mainstream holidays in order to deliver our brand promise: Making 

travel experiences special. 

POSITIONING 

Premium 

Quality 

tomorrow 

The perceptual map defines the right positioning for the TUI Aligned Brands. 

The definition of the strategic role highlights how our TUI Aligned Brands 

contribute to value creation in our companies. 

yesterday 

The key strategic role of TUI Aligned Brands is to achieve margin leadership within 

mainstream holidays based on brand preference and price premium. 

This should be delivered by mainstream innovation leadership as well as 

differentiation and consistent delivery. As a result TUI Aligned Brands 

become a benchmark for product and service quality in their markets. 

Budget 

sun & Beach 

Individual 

In this context the following products play a key role for TUI Travel: 

Differentiated – These are hotels with clearly defined added values of our TUI 

Aligned Brands. They have unique features and are perceived as TUI products. 

Exclusive – This means that TUI is the only tour operator using a particular hotel 

within a specific source market. 

Commodity – These are hotels that we share with competitors brands. 

The strategic role spans the field a brand 

aims at covering with its products. It depicts 

graphically which segments will be covered. 

TYPE OF HOLIDAY 

Benchmark for product and service quality. 

Mainstream innovation leadership. 

Differentiation and consistent delivery. 

Mainstream margin leadership based on 

brand preference and price premium.

6 

OUR BRAND STRATEGy | OUR TaRgET gROUPs 

7 

Customer insights from across the markets: 

Our target groups: 

it is all about needs. 

Our target groups’ needs are as diverse as our products. While some of our customers 

prefer a stay at the beaches on the Mediterranean, others love to explore 

leading cities of the world or even seek the remoteness of wildlife. 

Even a ‘hybrid’, preferring more than one option, is becoming increasingly popular. 

Beyond all needs, our target groups all have one thing in common: to them, 

holiday means enjoying quality time. Therefore they do not want anyone to organise 

their holiday and cater for their well-being. They trust in standards only a strong 

brand can offer. Consequently brands like TUI are their guide to a seemless holiday 

experiences, reflected by TUI’s trustworthiness and reliability in quality delivery. 

a target group is a distinct and well defined 

set of people with similar preferences 

relating to a certain product or service. It 

helps you to better tailor your products 

and use your resources economically. 

During my holiday I don’t want to worry 

about anything. I want to completely relax 

and take time out to breathe. Sunny Sunshine 

New travelling experiences amongst nature 

or foreign cultures fascinate and inspire me. 

However, I like to rely on a certain level of 

com fort and safety. Alex Adventure 

I’m seeking a holiday with pampering all 

along the line. As quality is more important 

than the price I’m willing to pay a little more. 

Christian Comfort 

Nowadays we are observing a tendency 

towards hybrid customers. 

Those customers’ preferences are reflecting 

their changing living conditions.

8 

OUR BRAND STRATEGy | OUR cOMPETITIVE ENVIRONMENT 

9 

Our competitive positioning 

Our competitive environment: 

a buzz of operators. 

HIGH VALUE 

Premium 

short-haul / villa 

specialists 

Kuoni UK 

Our competitive environment is shaped by a buzz of operators, although none of 

them covers the tourism and leisure industry’s whole value chain. Hence, we are 

able to break through the buzz with a strong brand that covers the entire value 

chain. It is the TUI Smile that makes us unique, recognisable and gives us a competitive 

edge. 

Villa / private 

ownership 

rentals 

Cruise 

specialists 

Activity 

specialists 

Our brand has the chance to keep its promise via small gestures or big steps. 

A small but effective gesture might be the TUI-branded bedtime sweets in a 

TUI resort. Who else, if not TUI, provides established crisis management around 

the globe This is an unbeatable argument in politically tough times. That’s how 

beating the competition works for TUI. 

competitors are other companies, 

organisations or individuals that target 

the same customers with equal products 

or services in the same segment 

as one’s own products. 

COMMODITY 

OTAs 

(Expedia, 

Lastminute.com, 

Venere, etc.) 

kuoni 

(Switzerland & 

Nordics) 

Fram 

Thomas Cook 

Rewe 

MAINSTrE AM MArkE T 

Club Med 

DIFFErENTIATION 

Differentiated 

holidays, e.g. 

Center Parcs & 

Eurocamp 

Bed banks 

Budget tour 

operators, e.g. 

Libra, Primira, 

Alltours 

LOw VALUE 

The TUI smile helps us to break through 

the competitors’ buzz – a unique and easily 

recognisable symbol. 

‘Now, more than ever, customers are choosing 

to book their holidays with our high-quality, 

trustworthy brands. With strong brands we create 

orientation, differentiation and value.’ 

Peter Long, Chief Executive TUI Travel PLC

10 

OUR BRAND STRATEGy | OUR BRaND aRchITEcTURE 

11 

Our brand architecture: 

providing structure and 

orientation. 

Brands provide an orientation for customers. Clear brand architecture ensures a 

consistent and efficient use of TUI Aligned Brands in the markets. The bigger the 

brand and sub-brand portfolio and the broader the covered product ranges, the 

stronger the need for an agreed brand architecture in every market. 

Interests at the level of product or sub-brand sometimes compete with a common 

architecture approach in a market. Joint objectives and solutions boost local brand 

value and brand power. 

Brand architecture creates internal as well 

as external structure and orientation by 

defining and describing the interdependencies 

and rules of a company’s different 

brands. 

raising awareness and instilling respon 

sibility for a consistent and valuecreating 

brand architecture. 

Strengthening the value of the TUI Smile 

as one of TUI’s most important assets. 

Guaranteeing consistency and efficiency 

in brand management. 

Avoiding dilution of the TUI brand. 

If all aligned brands act in concert with 

joint objectives, brand value and brand 

sales power will increase locally and for 

the whole group. 

Giving orientation to our customers.

12 OUR BRAND STRATEGy | OUR BRaND aRchITEcTURE 

13 

Overview: examples of brand architecture. 

Umbrella brand 

Power brands 

Tour operator brands 

sub-brands 

Product lines 

Umbrella brand 

Uniting all aligned and endorsed brands. 

Used for overall touristic company activities as well as all ‘incoming’ activities. 

Power brands 

Strongest brand in its source market with claim for quality leadership. 

Representing all TUI Aligned Brands‘ activities within the source market. 

Tour operator brands 

Logo is always identical to the power brand. 

Represents all operator activities within the source market. 

The focus of the operators’ brand communication. 

sub-brands 

Independent of the tour operators’ marketing due to own marketing budget. 

Represents a relevant level of the value chain. 

Product lines 

Long-term and for customers’ recognisable bundling of products via target 

group-specific ‘product worlds’. 

Accentuated marketing as a consistent part of the operators’ 

communication (media such as catalogues and the like). 

Products 

Bluecouples ® BlueInclusive ® Blueselection ® Bluestar ® BlueUnique ® BlueVillage ® 

collection Vital Fly&More shop card Jethotel 

Product signets 

Products 

Need- and topic-orientated bundling of products. 

Short-term adaptation with regard to customer trends possible. 

Product signets 

Visual marking for an improved orientation within certain media 

such as catalogues.

14 OUR BRAND STRATEGy | OUR BRaND VaLUE MaNagEMENT 

15 

Our brand value management: 

a joint process. 

Brand value 

brand communication 

Brand value management is our approach to strengthening brand value based on 

factually accurate decision making. Brand value management is a combination of 

data and tools that we provide in order to strengthen the role of brands and marketing 

activities in our group. It covers the following elements: 

Clear coupling of strategy with marketing actions. 

Customer-oriented marketing planning process to improve 

the integration of changing customer needs in the TUI planning process. 

Improved transparency on value and performance of brands. 

Optimising budgets and the impact of marketing investments on GP1. 

brand appearance 

Acoustic Visual acoustic 

Visual Linguisitc Behavioural 

product & service 

Brand value is a company’s intangible 

asset, expressing all investment into a company’s 

brand. In contrast to tangible assets 

it cannot be exactly determined but only 

approximated via different calculation 

methods. 

brand management 

strategy 

brand identity & positioning 

Vision Mission Values 

all our branding activities aim to create 

brand value. 

Brand value creation is a consistent 

step-by-step approach.

16 

OUR BRAND STRATEGy | MaRKETINg PROcEss 

17 

Our common marketing 

process: desire, promise 

and delivery. 

Creating brand value is not just a question of brand communication, 

but a question of consumer understanding, brand differentiation and 

360° brand delivery. Our common marketing formula is an annual 

brand management programme with three elements: 

Desire: We look at latest market trends and improve consumer understanding 

regarding our key target segments. Based on this we can 

identify new opportunities for our brands. 

Promise: We develop a unique and differentiated brand promise in 

combination with relevant product & service USP’s. 

Delivery: We deliver what we promise at all customer touch points. 

sURPRIsE 

sERVIcE 

BRaND cOMMUNIcaTION 

Journey to airport 

Hotel checkout 

Check satisfaction 

Satisfied 

At the hotel 

welcome from tour guide 

1. Impression of hotel room 

Departure 

Hotel checkin 

Flight 

Arrive at hotel 

Arrival 

04 POsT-saLEs 

03 sTay 

Hotel transfer 

Journey home 

welcome at airport 

See advertisement / 

Arrival 

Suggestions from friends 

entertainment) 

Catalogue from travel agent 

01 PRE-saLEs 

Delivery: 

360˚ 

consistency is key 

Flight (meals / service / 

Departure 

Choose from catalogue 

02 a RRIVaL 

Make booking 

Meet representative 

wait (shop / read) 

Travel documentation 

Additional travel information 

Orientation at airport 

Checkin 

Journey to airport 

Arrive at airport 

PRODUcT 

DIsTRIBUTION 

With service and product 

innovations/ideas that make 

the customer feel special 

DEsIRE 

DIFFERENTIaTINg 

PROMIsE 

DELIVERy 

PRIcE PREMIUM 

aND LOyaLTy 

Market trends 

customer needs 

customer segmentation 

strategic role 

Positioning 

Differentiation 

360° brand consistency 

Innovation 

Long-term customer 

loyalty as a result of our 

marketing process

18 

OUR BRAND STRATEGy | cONcLUsION 

19 

Conclusion. 

Notes. 

The better we know our targets the better we can exceed them and achieve 

outstanding results. As shown, at TUI we are constantly open to change, 

adapting to different customer needs but still maintaining a coherent 

structure – always a hair’s breadth in front of our competitors. It is this 

flexibility that lays the foundation for the success of our strategy. 

Now it’s up to you to take notes – keeping the most important points 

or making up your own ideas.


brand positioning 

Our brand positioning 

02

Our brand model. 

Our vision. 

Our mission. 

Our values. 

Conclusion. 

Notes. 

04–05 

06–15 

16–21 

22–29 

30 

31 

Nobody has ever reached something great without 

taking a first step. But taking a step is easier if you 

have a mindset that provides guidance and orientation. 

To gain a competitive edge and put even the 

best strategy into practice, you’ll need both the 

willingness to take that first step and an inspiring 

foundation. 

Committing to the smile 

helps us create value. 

A foundation does not mean that there is no flexibility 

left for change and innovation. The opposite is true. 

It enables us to be creative by focusing our thoughts 

and ultimately our resources, heading towards our 

common goal of creating value and enhancing our 

strengths. 

02

4 OUR BRAND POSITIONING | BRaND MODEL 5 

Our brand model 

in a nutshell. 

Our vision, mission and values are the elements that are core to our positioning. 

Only together do they create a harmonious picture – like a puzzle in 

which every part is decisive for creating something encompassing. The brand 

model shows our external stakeholders what we stand for and what we 

promise. 

Internally we have developed an equally important set of principles that guide 

us during our daily business. It is a common set of values our colleagues can 

identify with and incorporate into working life and which corre spond to the 

Group’s vision and strategy: we call this the TUI Spirit. Over 5,000 colleagues 

took part in developing the TUI Spirit values, including members of the PLC 

Board and Group Management Board. 

a brand model visualises brand‘s po sitioning 

elements in a single and transparent 

diagram. 

Variety Innovation Enabling 

inspiring 

Quality 

Safety Delivery 

reliable 

VIsION 

Making travel experiences 

special 

VaLUEs 

Support respect Sustainability 

Let’s make people smile 

MIssION 

responsible

6 

OUR BRAND POSITIONING | OUR VIsION 

7 

Making 

travel exp 

special 

With TUI Aligned Brands we aim to address future needs. This gives us a new 

perspective within the market by creating once-in-a-lifetime experiences for our 

customers. We already have the resources to turn our vision into reality. But it 

is only you who can put our vision into practice on a daily basis – whether on the 

customer front or in the back office. All your efforts will have to pay into the 

TUI brand vision. 

a vision describes a company’s longterm 

goal in an involving, unique, allencompassing 

and concise statement. 

eriences 


inspiring 

Quality 


reliable 

VIsION 


special 


MIssION 

VaLUEs 


responsible

8 


9 

From sun & beach pleasures … 

The images shown are available to download from the TUI Picture Pool at www.tui-brandnet.com.

10 


… to enjoying 

the world’s most beautiful sights … 


12 


13 

… to being inspired by new horizons … 


14 OUR BRAND POSITIONING | OUR VIsION 

15 

… to the special treat of self-indulgence.

16 

OUR BRAND POSITIONING | OUR MIssION 

17 

Let’s 

make peo 

ple 

smile 

Our mission guides us through our daily business routine. It reminds us of going 

that bit further to search for the unconventional solution. It reminds us of putting 

our customers’ needs first. It reminds us of the need to remain unique and approachable. 

All this will make people smile – us as well as our customers. 

a company’s mission is a statement 

describing which intention is guiding a 

company in its daily business activities. 


inspiring 

Quality 


reliable 

VIsION 


special 

VaLUEs 



MIssION 

responsible

18 OUR BRAND POSITIONING | OUR MIssION 

19 

Every positive 

customer experience 

starts with a smile. 

It opens the mind through emotions. It opens hearts through confidence. 

It opens us up to new ideas through its encouraging reliability. 

A smile is the direct response and reaction of a customer that feels special. 


20 

OUR BRAND POSITIONING | OUR MIssION 

21 

Our success therefore 

depends on our ability 

to make customers smile. 

A smile, full of joy. 

A smile, expressing harmony and a feeling of comfort. 

A smile, showing curiosity and happiness. 

A smile of surprise, fascination, inspiration, for being made to feel special. 

We’re opening the door for our customers to make special experiences. 


22 OUR BRAND POSITIONING | OUR VaLUEs 

23 

TUI Aligned Brands are 

RELIaBLE, 

Quality 


reliable 

responsible 

Values customers around the globe can trust in. 

We will not be able to meet our daily business demands without a distinct set of 

values. They guide us and define our common qualities. 

Values can be defined as a company 

basing its thoughts and actions on its 

underlying qualities. 


inspiring 

VIsION 


special 

MIssION 

VaLUEs 



responsible

24 

OUR BRAND POSITIONING | OUR VaLUEs 

25 

Safety 

Travelling with TUI Aligned Brands is especially 

safe because we take care of our customers. 

There is no doubt that, on a global scale, we are living in 

politically stern times. This raises questions amongst 

travellers as to the safety of travelling – especially to 

remote areas. At TUI our professional crisis management 

ensures that tourists are transferred back to 

their home country if neces sary. 

Unbureaucratic and quick. In addition, if our customers 

make a booking with TUI they can be sure it is safe. 

Qualityreli 

TUI Aligned Brands are highly trusted 

brands, offering the best service and product 

quality in mainstream markets. 

Quality to us means that a wide range of options 

goes hand in hand with a caring service. 

Again, this is not a mere promise but is confirmed 

by independent organisations that have presented us 

with many industry awards; the Green Feather 2009 

for TUI Netherlands or the TUI Holly to name but two. 

aBle 

ZAK 

Delivery 

TUI Aligned Brands not only promise a high 

standard of service, but also provide a great 

brand experience in a consistent way. 

At TUI we are dedicated to satisfied customers. Hence 

we have developed an effective tool for achieving this 

goal: ZAK. ZAK stands for ‘Zügige Abhilfe und Kulanz’ 

which means ‘Swift remedy and willingness to oblige’. 

This tool helps us to ensure that, should any trouble 

arise or a customer be dissatisfied, the local guide 

will instantly try to find a hassle-free solution to the 

customers’ complaints.

26 


27 

Variety 

TUI Aligned Brands offer a wide range of individual, 

high-quality travel products, including 

the best choice of hotels and resorts. 

Thanks to our variety of hotel and resort options, our 

customers are immediately inspired when planning 

their holiday with a catalogue or at the local travel 

agency. This reflects the fact that our products are as 

diverse as our target groups. 

Innovation 

TUI Aligned Brands are the most innovative 

mainstream brands in their markets. 

In order to gain a competitive edge and acceptance 

amongst customers, innovation is essential. We 

have often been the first to introduce pioneering 

innovations within the leisure industry. Providing 

train tickets to the airport as well as a ‘money-back 

guarantee’ are just two examples. It is these firsts 

that customers keep in mind. 

Enabling 

TUI Aligned Brands empower customers 

to experience something new and to 

develop themselves. 

Since our aim is to act as customers’ partners we are 

dedicated to helping them realise their dreams. Hence 

we have developed a range of specialist products such 

as honeymoons, villas with pools, spa holidays, weddings 

and a lot more.

28 


29 

Respect 

TUI Aligned Brands show respect for customers 

from different countries as well as local 

people and promote intercultural learning. 

We respect our customers and never forget that they 

choose to spend their leisure time with us. 

We share a duty to maintain their loyalty and trust. We 

anticipate customers’ desires and everything we do is 

with them in mind. We believe there is no such thing as 

a mass market but a huge market of individuals. 

respo 

Support 

TUI Aligned Brands run selected projects 

to enhance the livelihoods of local people 

at our resorts. 

Our leadership development programme currently 

works with a community running an eco-lodge in 

Heliconias, Costa Rica, and aims to boost the commercial 

performance of local businesses by upgrading 

and extending facilities and providing access to 

business expertise and advice from TUI Travel. 

nsible nsible 

Sustainability 

TUI Aligned Brands actively manage 

their environmental impacts and support 

sustainable development of resorts and 

destinations. 

respo 

TUI seeks to make sustainable development central 

to the way it runs and manages its business. TUI 

also aspires to lead in sustainable development 

within the leisure travel industry and even beyond. 

This is not a mere promise. Our commitment is 

underlined with facts that are summarised and concisely 

presented in our annual sustainability report.

30 

OUR BRAND POSITIONING | cONcLUsION 

31 

Conclusion. 

Notes. 

The better we know our targets the better we can exceed them and achieve outstanding 

results. As shown, at TUI we are constantly open to change, adapting 

to different customer needs but still maintaining a coherent structure – always 

a hair’s breadth in front of our competitors. It is this flexibility that lays the foundation 

for the success of our strategy. Now it’s up to you to take notes – keeping 

the most important points or making up your own ideas.



Our brand appearance 

03

Visual. 04–41 

Our common logo. 06–09 

Our unique colour spectrum. 10–13 

Our corporate typography. 14–17 

Our design temperaments. 18–19 

Basic. 20–25 

Individual. 26–31 

Premium. 32–37 

Ten golden rules. 38–41 

Brands can be seen as media, sending indirect as well 

as direct messages to customers. To attract customers’ 

attention they have to be easily recognisable and 

have a unique character. This can only be achieved by 

being consistent and by respecting the brand’s underlying 

rules that define its appearance. 

Acoustic. 42–49 

Our sound branding. 44–45 

Our acoustic temperaments. 46–47 

Conclusion. 48 

Notes. 49 

Knowing our rules helps us to 

play in the champions league. 

As a result, we have developed a set of tools to help 

shape our brands. What holds for tools also holds for 

the components that contribute to our outstanding 

brand appearance. To play in the champions league 

you have to familiarise yourself with them and use 

them with care. It is this freedom within a framework 

that ensures value creation. 

03

4 

OUR BRAND APPEARANCE | VIsUaL 

5 

Our brand appearance. 

Visual. 

Acoustic. 

Linguistic. 

Behavioural.

our brand appearance | visual | our LOGO 

09 

Our common logo: 

the TUI Smile. 

What else could be our overall trademark than a global symbol with an identifiable 

colour that is understood everywhere 

A global symbol that corresponds to our positioning – our vision, mission and 

values. A global symbol that puts a smile on people’s faces: the TUI Smile. 

Visit our TUI Brand Net on www.tui-brandnet.com and explore our extensive set of 

design tools we offer to you. 

Our logo represents the field a brand aims 

to cover with its products, by graphically 

depicting which segments will be covered.

like a skyline at midnight 

like an Asian paddy leaf 

TUI-Dark Blue (M1) 

TUI-Green (B4 ) 

TUI-Khaki (P5) 

like a swimming pool’s 

sunlight reflections 

like an African sunset 

TUI-Sand (B5) 

TUI-Orange (B3) 

TUI Light Blue (P1) 

TUI-Black (N3) 

like diving into the caribbean 

like a flower’s bloom 

like an Asian statue 

TUI-Turquoise (B6) 

TUI-rose (P3) 

TUI-Grey (N2) 

TUI-Gold (M2) 

like a spa’s freshness 

like a sunny umbrella 

TUI-red 

TUI-Mint (P6) 

TUI-Yellow (B2) 

TUI-Olive Green (P4) 

like the Mediterranean Sea 

like the image of a flowerbed 

TUI-Blue (B1) 

TUI-Petrol (M6) 

TUI-Cream (P2) 

like a local market’s spices 

like lush grass 

covered with dew 

TUI-Light Grey (N1) 

TUI-Bordeaux (M3) 

TUI-Brown (M5) 

TUI-Dark Green (M4)

like a skyline at midnight 

our brand appearance | visual | our colour spectrum 

13 

Brand colour 

TUI-Red 


CMYK 10.100.100.0 

Pantone PNT 485 

RGB 239.0.0 


like an African sunset 


Our unique 

colour spectrum. 

Pastel Bright Muted 

TUI-Light Blue (P1) 

CMYK 20.0.0.3 


RGB 220.240.255 


CMYK 55.18.0.0 


RGB 102.153.255 


CMYK 95.50.0.55 


RGB 9.42.94 

like diving into the Caribbean 

like a flower’s bloom 

Colour creates vitality. An extensive colour palette has been defined 

for TUI Aligned Brands to generate diverse moods that reflect our 

customers’ different needs. TUI colours help to transfer these different 

needs into the brand’s overall appearance and reflect a mul titude 

of destinations. 

TUI-Cream (P2) 

CMYK 0.0.30.5 


RGB 255.250.210 

TUI-Yellow (B2) 

CMYK 0.5.100.0 


RGB 255.240.0 

TUI-Gold (M2) 

CMYK 35.35.70.0 


RGB 185.160.100 

TUI-Rose (P3) 




TUI-Rose (P3) 

CMYK 0.25.0.10 


RGB 235.205.220 

CMYK 0.35.100.0 


RGB 255.136.0 

CMYK 0.100.60.55 


RGB 100.0.25 

like a spa’s freshness 

TUI-Olive Green (P4) 

TUI-Green (B4) 

TUI-Dark Green (M4) 

CMYK 15.0.50.30 


RGB 175.180.120 

CMYK 45.0.100.0 


RGB 190.230.0 

CMYK 80.0.65.80 


RGB 1.59.43 

TUI-Red 


TUI-Khaki (P5) 


TUI-Brown (M5) 

CMYK 10.10.30.20 


RGB 200.200.180 

CMYK 0.10.30.10 


RGB 230.220.185 

CMYK 0.80.100.90 


RGB 61.26.14 




like the Mediterranean Sea 



CMYK 30.0.30.10 


RGB 195.225.190 

CMYK 60.0.15.0 


RGB 100.210.215 

CMYK 90.0.0.80 


RGB 0.45.65 

like a local market’s spices 

Non-coloured 


TUI-Grey (N2) 

TUI-Black (N3) 



CMYK 5.5.5.10 

Pantone PNT Cool Gray 2 

RGB 223.223.223 

CMYK 10.0.0.55 

Pantone PNT Cool Gray 8 

RGB 155.155.155 

CMYK 40.40.0.100 

Pantone PNT Pro Black 

RGB 0.0.0

TUI Type Symbol 

TUI Type light 

TUI Type regular 

TUI Type light Bold 

TUI Type Bold 

TUI Type light Italic 

TUI Type Italic 

TUI Type light Bold Italic 

TUI Type Bold Italic

OUr BrANd AppeArANce | VISUAl | OUr DeSIGN TeMPerAMeNTS 

19 

Basic 

Our design temperaments. 

Individual 

Premium

20 

OUR BRAND APPEARANCE | VISUAL | OUR DESIGN TEMPERAMENTS | BasIc 

21 

The vivid core of 

the TUI travelling business. 

With holidays that are rather uncomplicated and more carefree, the basic 

temperament represents the core of TUI’s world of travelling. 

Sun & beach, all-inclusive and family holidays, as well as trips for those who are 

into sports, represent the TUI Basic temperament. In addition, all product lines and 

holidays that are part of TUI’s core business follow these design principles. 

To ensure global consistency, brands that are anchored across the group also stick 

to the TUI Basic temperament – following the ‘one company’ principle. 

Key function: Trustworthiness. 

Overall mood: Treasuring moments from the best time of the year. 

General appearance: 

Friendly – bright and open in its expression and choice of images. 

Fresh – energetic and full of contrasting colours. 

simple – focused and precise layout. 


22 

OUR BRAND APPEARANCE | VISUAL | OUR DESIGN TEMPERAMENTS | BasIc 

23 

TUI Basic 

friendly, 

fresh and simple 

Imagery 

Thematic criteria: 

- Moments of happiness. 

- Charismatic and natural people, authentic and 

situational scenes. 

- Generic pictures (no explicit locations). 

Formal criteria: 

- Bright and sunny pictures, fascinating 

and surprising. 

The logo 

The logo always appears in TUI-Red 

on coloured backgrounds or pictures. 

Typography 

Headlines: 

- TUI Type Light Bold. 

- Two type sizes: ragged type for accentuation 

of the headlines and significant words. 

- Staggered manner (common TUI style). 

All headlines have to be clearly legible (enough contrast to the background). 

headlines in 

TUI Type Light Bold. 

Layout 

principle 

Main layout principles: 

- Middle-axis (common TUI style). 

- Large-scale pictures, coloured areas. 

- Simple but striking layout. 

- Headlines: staggered manner. 

- Copy text: left-aligned. 

colours 

Primary colours, e.g. brand background colours: 

Bright colours. 

Colours for design composition: 

- Bright, Pastel and Achromatic colours. 

- Halftones are allowed. 

colour 

combinations 

Pastel 

TUILight Blue (P1) 

TUICream (P2) 

TUIrose (P3) 

TUIOlive Green (P4) 

TUIkhaki (P5) 

TUIMint (P6) 

Bright 

TUIBlue (B1) TUIYellow (B2) TUIOrange (B3) TUIGreen (B4) 

TUISand (B5) 

TUITurquoise (B6) 

Harmonious Harmonious Accentuated 

Muted 

TUIDark Blue (M1) 

TUIGold (M2) 

TUIBordeaux (M3) 

TUIDark Green (M4) 

TUIBrown (M5) 

TUIPetrol (M6) 

Achromatic 

TUILight Grey (N1) 

TUIGrey (N2) 

TUIBlack (N3) 

white 

For detailed information on TUI Basic, please refer to the TUI design guidelines at www.tui-brandnet.com.

24 OUR BRAND APPEARANCE | VISUAL | OUR DESIGN TEMPERAMENTS | BasIc 

25 

Experience TUI Basic

26 

OUR BRAND APPEARANCE | VISUAL | OUR DESIGN TEMPERAMENTS | INDIVIDUaL 

27 

The inspirational source 

for experiencing the unknown 

The TUI Individual design temperament represents the world of individual 

and modular travel. This includes long-haul travel, which invites the exploration 

of foreign cultures and fascinating landscapes, as well as specialist offers not 

included in the classical core business, e.g. camping or canal boat holidays. 

TUI Individual brings the individual holiday experience to the foreground. 

Key function: Individuality. 

Overall mood: Opening up your horizons. 


Fascinating – inspirational and intriguing in its expression and choice of images. 

Natural – warm and organic range of colours. 

Flexible – multilayered and modular layout. 


28 


29 

TUI Individual 

fascinating, 

natural and flexible 

Imagery 


- No generic pictures, but showing specific 

locations; fascinating nature, flora, fauna or a 

variety of different cultures. 


- Panoramic landscapes vs. focused details. 

- Focused details visualise experiences. 

- Exciting multipicture. 

The logo 



Design 

elements 


- Symbols, characters and illustrations. 

- Elements emphasise the featured products, 

topics or locations. 

- Usage: as background, transparency, 

multilayer or harmonic colour combination. 


- Rounded angles (referring to TUI Type). 

- Organic forms, laminar illustrations. 

- No constructed or technical shapes. 

- No use of forms out of lines or filigree shapes. 

Typography 

Headlines: 

- TUI Type Light Bold. 

- Two type sizes: ragged type for accentuation 

of the headlines and significant words. 

- Staggered manner (common TUI style). 

headlines in 

TUI Type Light Bold. 


colours 

Pastel 


Pastel colours; Muted colours; TUI-Sand, 

TUI-Light Grey, TUI-Black. 


- Pastel, Muted, Achromatic colours, TUI Sand. 


Layout 

principle 


- Middle-axis (common TUI style). 

- Bleeding images, large-scale pictures. 

- Coloured areas. 

- Multilayer and secondary elements. 

- Dynamic and multilayered layout. 







Bright 




colour combinations 

and multilayer principle 

Muted 







Achromatic 




white 

Harmonious 

Accentuated 

For detailed information on TUI Individual, please refer to the TUI design guidelines at www.tui-brandnet.com.

30 


31 

Experience TUI Individual

32 

OUR BRAND APPEARANCE | VISUAL | OUR DESIGN TEMPERAMENTS | PREMIUM 

33 

THE REFINED WAy TO 

ExPERIENCE THE WORLD 

A selection of unusual and particularly high-quality products from the TUI world 

of travel form the TUI Premium design temperament. Whether on a safari tour, a 

resort holiday in the Azores or a Caribbean cruise; whatever the sort of trip they 

have booked, the highest level of comfort and perfect service await 

travellers along the entire chain of experience. 

key function: INDULGENCE. 

Overall mood: REWARDING PEOPLE WITH THE BEST CHOICE. 


REFINED – distinguished and self-indulging in its expression and choice of images. 

INTENSIVE – sensual and muted range of colours. 

REDUCED – clear and pure layout.

34 

OUR BRAND APPEARANCE | VISUAL | OUR DESIGN TEMPERAMENTS | PREMIUM 

35 

TUI Premium 

REFINED, INTENSIVE 

AND REDUCED 

Imagery 


- Focus on hardware (authentic hotels, locations). 

- People in authentic locations. 

- Premium with a twinkle in the eye. 

- Quiet and interesting details, close and tangible. 


- Pictures are also used as graphic or 

full-surface elements. 

The logo 



Typography 

Headlines: 

- TUI Type Light, capital letters 

with letter spacing in combination with 

TUI Type Light. 

- Left-aligned. 

HEADLINES IN 

TUI TyPE LIGHT. 


Illustrative typography: 

- TUI Type Light, capital letters. 

- Wide spacing. 

- Screenings of tertiary colours. 

L O R E M I P S U M 

G U R E D I S C H A M E T 

N A N U N F E G 

Layout 

principle 


- Middle-axis. 

- Reduced, clear layout. 

- Bleeding images, large-scale pictures. 

- Prominent full-coloured areas. 

colours 


Muted colours; Pastel colours; TUI-Sand, 

TUI-Light Grey, TUI-Black. 


- Pastel, Muted, Achromatic colours, TUI-Sand. 


colour 

combinations 

Pastel 







Bright 




Harmonious Harmonious Accentuated 

Muted 







Achromatic 




white 

For detailed information on TUI Premium, please refer to the TUI design guidelines at www.tui-brandnet.com.

36 OUR BRAND APPEARANCE | VISUAL | OUR DESIGN TEMPERAMENTS | PREMIUM 

37 

ExPERIENCE TUI PREMIUM

38 OUR BRAND APPEARANCE | VISUAL | OUR DESIGN TEMPERAMENTS | gOLDEN RULEs 

39 

Ten golden rules 

to empower our brand. 

TUI makes travel experiences special. What the brand promises has to be delivered 

in a consistent way. Only with a superior mix of product, service, distribution, pricing 

and communication will we exceed customers’ expectations and increase brand 

value. 

The ten golden rules give you a quick overview of the most important information 

and rules when working on TUI Aligned Brands. When travelling in a foreign country, 

respecting local dos and don’ts is equally important.

40 

OUR BRAND APPEARANCE | VISUAL | OUR DESIGN TEMPERAMENTS | gOLDEN RULEs 

41 

The TUI smile is our ultimate symbol of unity. 

The TUI Smile is more than just a logo – it is the all-encompassing 

symbol of our brand world and an element that unites all the 

aligned brands. 

We use the TUI colour palette 

to make travel experiences special. 

We have defined 20 colours for every mood or occasion. The range 

of colours is sufficient and fits the TUI image. The use of colours 

other than those in the defined selection is not approved. 

The shape of the TUI smile is untouchable. 

The TUI Smile is more than a logo. It is a promise that is universally 

understood. It is charming and as individual as the smile of a person. 

We all are committed to this smile. 

We only use TUI Type as our communication font. 

We have our very own corporate font system: the TUI Type. It is 

as recognisable as an individual’s handwriting and everyone who 

sees it instantly thinks of us. It is full of character and reflects our 

personality: soft, warm and open. 

The TUI smile is always TUI-Red. 

To cope with the ever-increasing complexity of the market, we 

maintain a consistent and concerted brand appearance everywhere. 

The TUI Smile appears invariably in red. This also means that the 

TUI Smile is never presented in a negative way. 

Our pictures always communicate emotional stories 

and follow the overall topic of ‘treasuring moments’. 

First we think about the story we want to tell, then we choose the 

right pictures from the pool. 

TUI-Red is exclusively used for the aligned brands. 

To boost the uniqueness of the TUI branding, TUI-Red is only used 

for the logo designs, in other words for the TUI Smile and the 

name of the brand. Red is the exclusive colour scheme and brings 

us to mind everywhere in the world. 

We follow the layout principles to maintain our 

unique appearance. 

Like any strong personality, TUI also has a truly unique appearance – 

a layout principle that is characteristic of our brand. The principle 

behind our layout is centred, clear, direct and concise. 

The TUI smile is always positioned on a defined 

coloured background or an aspirational picture. 

Variety follows unity: the backgrounds on which the TUI Smile can 

be positioned are as abundant as the smiles around the world. 

This allows us to generate and communicate exactly the right mood 

and feeling we wish to express. 

We all commit to consistent and value-creating 

brand management. 

We safeguard a consistent brand identity and take care that all 

marketing activities are in line with our common consumer 

brand design.

42 

OUR BRAND APPEARANCE | acOUsTIc 

43 

Our brand appearance. 

Visual. 

acoustic. 

Linguistic. 

Behavioural.

44 

OUR BRAND APPEARANCE | ACOUSTIC | OUR sOUND BRaNDINg 

45 

Effects of sound: 

When assessing the importance of a brand sound, one has to think of how 

sound affects us. All in all there are four dimensions: 

Our sound branding 

adds a new dimension. 

The importance of sound branding is without a doubt growing, as is the importance 

of multisensory brand experiences. The right sound at the right time not only can 

evoke emotions but also significantly support recognition and recall 

of a brand. 

One of the most noticeable but also shortest sound element of a brand is its sound 

logo. A sound logo can be described as the visual logo’s acoustic counterpart. 

In contrast to a sound logo a brand song is a whole piece of music that conveys 

the brand values. Music is without a doubt the most powerful sound there is. 

Another special sound is the human voice. We can differentiate familiar voices 

(e.g. our mother’s voice) from millions of voices. Hence brands have to tell their 

stories in their own voice. 

Touch points: 

At TUI, sound branding is currently only implemented in a small proportion of 

customer touch points such as our TV commercials, telephone loop, or our Internet 

applications. In future, a variety of customer touch points will be part of our sound 

branding, which includes the PoS, certain services and a lot more. Only if we succeed 

in developing a concept that respects all customer touch points will we be 

able to profit from sound branding. 

It helps to influence emotional processes and addresses our feelings 

directly. It may evoke positive emotions such as joy and happiness but 

also negative ones such as fear. 

It triggers associations and specific schemes like the country of origin. 

It even affects our physiology as it may make us feel relaxed or lead to 

excitement. 

Finally it affects our behaviour as it has been proven that certain music 

stimulates consumer behaviour in supermarkets. 

Music and sound are important elements of our lives, affecting us on various 

levels. Branding cannot close its ears to this fact. We at TUI see sound branding 

as an integral part of how lasting brand value is created. Only if the four 

components of brand appearance – visual, acoustic, behavioural and language 

identity – are working together effectively can we profit most from our unique 

brand image. 

Brand value 

brand communication 

sound branding is a strategic process for 

developing, implementing and managing 

the sound of a brand. The result of this 

process is the brand sound. 


Visual acoustic Linguisitc Behavioural 

product & service 

brand management 

strategy 

brand identity & positioning 

Vision Mission Values 

significance of acoustic branding within our brand value management structure.

46 

OUR BRAND APPEARANCE | ACOUSTIC | OUR sOUND BRaNDINg 

47 

Our sound branding checklist. 

Our acoustic 

temperaments. 

At TUI we have started a process of differentiation that takes different customer 

needs into account. We also have to reflect this in our sound branding approach. 

Hence we have taken the initial sound hypothesis for TUI Basic and adapted those 

of the other temperaments accordingly. 

As a result we have developed a first sound-hypothesis for the three temperaments 

that later will be transferred into a unique TUI sound identity. 

Basic: 

‘A contemporary to modern, high-quality sound, that leaves a motivating, 

friendly and close impression.’ 

Individual: 

‘A high-quality sound that opens the possibility of responding to certain territorial 

musical aspects whilst still making an emotional, friendly and close impression.’ 

Premium: 

‘A high-quality sound with low activity, from the past or the present, that leaves 

a positive, close or cool impression.’ 

A range of criteria helps us to successfully implement our TUI sound identity 

by following an effective process: 

Distinctive. 

Distinctive means that the brand sound has to differ from 

direct and indirect competitors as well as other companies 

to prevent misleading associations. 

Memorable. 

The sound not only has to be instantly recognisable, it also 

has to be one that is permanently associated with the brand. 

Flexible. 

Flexible means that it should function across all major media 

such as TV, radio, Internet and cinema (technical flexibility) 

as well as being adaptable enough to be used with different 

musical styles, moods and tempi (compositorial flexibility). 

concise. 

In today’s overstimulated world it is more important than 

ever to get to the point quickly. This is especially true for 

sound branding elements. 

Brand fit. 

A brand sound that does not fit the brand may even harm it. 

This means that the brand sound has to convey values that 

are specific to the brand.

48 OUR BRAND APPEARANCE | cONcLUsION 49 

Conclusion. 

Notes. 

Music triggers associations and memories. Therefore it is the quickest way into 

the subconscious of the customer. Music affects our behaviour, has a deep 

impact on emotional processes and can address feelings directly. 

Sound branding has got the potential to inspire our customers as it makes the 

brand audible and differentiates us from our competitors. This, in turn, supports 

brand value management and raises its recognition. 

The effects of sound branding are diverse, offering an additional dimension 

to brand management. Get in tune with sound branding and write down your 

ideas now.

our brand appearance | visual | our Typography 

17 

Graphic design 

Our corporate 

typography. 

TUI Type Light 

ABCDEFGHIJKLMNOPQRSTUV 

WXYZ abcdefghijklmnopqrstuv 

wxyz 1234567890(,.;:!$&*) 

Office communication, electronic media, Web, PowerPoint and large-scale posters 

TUI Type Light Italic 



wxyz1234567890(,.;:!$&*) 

TUI Type Light 

TUI Type Regular 

TUI Type Light Bold 


The visual identity of a company is reflected in no small part in the choice of an 

exclusive font. Its clear and friendly impression and excellent legibility makes 

the brand unique and instantly recognisable. The font package comprises eight 

different fonts in all fundamental language versions. The TUI Type Symbol is 

equally developed according to typical brand criteria and contains special characters 

and icons. 

TUI Type Regular 



wxyz1234567890(,.;:!$&*) 

TUI Type Italic 



wxyz1234567890(,.;:!$&*) 

Our type is used both in external and internal communication. The consistent 

application of the corporate type is a further guarantee of our worldwide brand 

appearance. 

Graphic design 

TUI Type Light Bold 



wxyz1234567890(,.;:!$&*) 

TUI Type Light Bold Italic 



wxyz1234567890(,.;:!$&*) 

Office communication, electronic media, Web, PowerPoint and large-scale posters 


ABCDEFGHIJKLMNOPQRSTU 

VWXYZ abcdefghijklmnopqr 

stuvwxyz1234567890(,.;:!$&*) 

TUI Type Bold Italic 

ABCDEFGHIJKLMNOPQRSTU 

VWXYZ abcdefghijklmnopqr 

stuvwxyz1234567890(,.;:!$&*) 

TUI Type Icon 

TUI Type Symbol 

1

Contact. 

Further information and free images 

are available from the Brand Net. 

http://www.tui-brandnet.com 

For questions relating to visual branding 

(layout/design, design checks, design 

references, recommendations, etc.) 

please contact our CI hotline. This firstlevel 

support is free of charge. 

Tel +49 511 566-4444 

Fax +49 511 566-4445 

ci-hotline@tui-brandnet.com 

For all questions relating to sound branding 

(sound, music, jingles, sound logos, 

sound licences, sound identity, etc.) 

please contact our sound consultants. 

soundbranding@tui-brandnet.com 

concept & Design: Jung v. Matt/brand identity 

TUI Travel 

Group Marketing 

Strategic Marketing & Corporate Branding 

Karl-Wiechert-Allee 4 

30625 Hannover 

Germany

Coming soon … 

New chapters about 

Our brand distribution 

Our brand products 

Watch out 

for more brand experience!

Our TUI brand book - TUI Travel Center

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