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WCRC

WCRC Researched Brand · World's Most Powerful Brands 2026 · Second Global Mega Edition

TUI

TUI is a German travel group and the brand of TUI AG, with broad European travel coverage and strong booking app and site traffic across Europe. It repaid its pandemic state aid. WCRC's research found the brand strongest in its digital presence and in a clean regulatory record, with no major penalties identified in this screen. Its industry standing as a major European travel brand is solid and its consumer goodwill is reasonable. The financial side is the weakest area: after the pandemic, its credit ratings sit in the BB range, below investment grade.

Region
Europe
Country
Germany
WCRC research
Research Matrix screening

What WCRC found

  1. Major German travel group with broad European coverage.

  2. Strong booking app and site traffic across Europe.

  3. Repaid its pandemic state aid, with no major penalties identified.

What holds it back: Its credit ratings sit in the BB range, below investment grade, following the pandemic.

Status in the 2026 edition

TUI was screened on the six-dimension WCRC Research Matrix for the 2026 edition. It is not among the 100 ranked brands.

WCRC publishes scores only for the 100 ranked brands. How WCRC ranks brands.

Most powerful Hospitality & Travel brands

#26 Singapore Airlines, #27 McDonald's, #44 Starbucks, #47 Hilton, #51 Royal Caribbean International, #55 Emirates

Questions people ask

Is TUI in the WCRC World's Most Powerful 100 Brands 2026?

TUI was screened on the six-dimension WCRC Research Matrix for the 2026 edition. It is not among the 100 ranked brands.

Which Hospitality & Travel brands are ranked in 2026?

The most powerful Hospitality & Travel brands in the 2026 ranking are Singapore Airlines (#26), McDonald's (#27), Starbucks (#44), Hilton (#47), Royal Caribbean International (#51), Emirates (#55).