Tui Group confirmed it will adopt Tui as a single global brand today, saying the process could take “five to 10 years”. Fritz Joussen, Tui joint chief executive, told investors and analysts in the City of London today: “We decided to migrate to one brand. Our belief is a global brand scales better than many [brands].” But Joussen added: “We must be very careful not to destroy local brand equity.” He insisted it would be “a careful process” as he outlined two phases of ‘brand migration’, beginning in the Netherlands, France and Belgium. Get the full story at Breaking Travel News and Travel Weekly Read also "Tui confirms intention to sell Laterooms this year" at Travolution