oneBrand: This is how Fritidsresor became TUI

Starting on November 1st, Fritidsresor became TUI in Sweden – a migration together with three other Nordic brands from Finland, Denmark and Norway. For Swedish guests, the name change marks the move from a traditional charter company to a modern travel company and the ability to offer more and flexible holiday solutions increases.

TUI Sweden is fully integrated into the world’s largest travel company and this shows by benefiting Swedish customers who get access to a broader and much more flexible offering of travel experiences. Symbolically, the name plates of the key travel offices were changed and TV commercials showed how the local brand becomes TUI:

Even though the name change marks a significant change, TUI will largely remain the same company as before, with offices in Stockholm, Oslo, Helsinki and Copenhagen. Scandinavian guides will of course remain at hotels and destinations, and the local mascot Bamse will still be present.

Overall, all main source market brands will become TUI until the end of 2017.