TUI launches Sundeals budget brand in the United Kingdom

TUI Group has introduced a new budget travel label, Sundeals, in the United Kingdom. The digital platform went live at the end of July, offering price‑focused travellers the ability to build flexible package holidays by selecting a basic flight‑and‑hotel component and adding services such as baggage, transfers or meals.

The launch follows a strategy outlined by CEO Sebastian Ebel to grow TUI’s share in Europe’s “value” segment – trips priced under €750 per person, which represents roughly one‑third of the European travel market and about 13 million bookings annually. To protect the TUI premium image, the new brand is marketed under a separate name, mirroring the approach already used in Germany with the L’tur brand. Consumer research across Germany, the UK, Belgium and Scandinavia highlighted a demand for a simpler, more transparent booking process, prompting the Sundeals model.

TUI aims to capture growth opportunities in the budget segment while maintaining confidence in its core mid‑to‑premium offerings.