TUI Netherlands currently offers products under the brands TUI and KRAS. As of April 1, 2021, TUI will no longer offer holidays under the KRAS brand and a large part of the product range will be placed under the TUI brand. In the context of the digital transformation that TUI must prepare for the future and the cost savings that have become even more urgent following the corona pandemic, certain far-reaching measures are inevitable.
For example, TUI Netherlands has decided to fully focus on its main brand TUI. The current range of KRAS will be partly retained, but will henceforth be offered under the TUI brand. This lowers costs and increases efficiency, as the focus then shifts to one brand on one platform. The target group the KRAS brand focuses on, the active 50+, will therefore also be addressed by TUI with a relevant offer.
Possible personnel consequences are still being mapped out. All KRAS departments have already been integrated into the TUI organization at an earlier stage, since the closing of the building in Ammerzoden last May. The bus company KRAS Touringcars in Ammerzoden is separate from TUI and is owned by the Kras family. The cooperation of TUI with KRAS Touringcars will continue.
Arjan Kers, general manager TUI Netherlands:
“KRAS was at the cradle of the travel industry in the Netherlands and was one of the first companies to focus on outbound tourism. The 100th anniversary would fall in 2022. The decision to withdraw the brand from the market now is sensible and necessary, but it is difficult for me ”.
KRAS is a brand with a long history. In 1922 Johan Kras starts a regular service by horse and carriage from Ammerzoden to Den Bosch. Specializes after the war SCRATCH engaged in group transport, day trips, organized trips and multi-day coach trips. From 2007 onwards, as a direct seller, KRAS focuses mainly on sales via the internet. The current KRAS offers trips to more than eighty countries, including flight holidays, cultural (bus) tours and (river) cruises. In 2000 the company KRAS becomes part of the portfolio of TUI Netherlands and from October 2018 KRAS is a brand of TUI Netherlands. In recent years, the brand is best known for its tailored product range for active 50+ people who like to discover the world.
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