After almost a hundred years, Doek falls for the iconic brand name KRAS | NOW


TUI Netherlands will no longer offer holidays under the KRAS brand name from April next year, the company reports Tuesday. The product range will be partly retained, but will be placed under the TUI brand.

The tour operator says drastic measures are necessary and only wants to focus on the main brand TUI. This reduces costs and increases efficiency.

TUI has owned KRAS for some time and focuses with that brand on active people over 50 as a target group. It is not yet known which part of the KRAS trips will be retained and the consequences for personnel are also being mapped out, according to TUI.

The family business was founded in 1922 by Johan Kras and started as a regular horse-drawn carriage service between Ammerzoden and Den Bosch. Over the years, the company has grown into a renowned provider of mainly group travel. TUI has owned the brand since 2018.

TUI manager Arjan Kers said in a statement that the decision to withdraw the brand name from the market just before its centenary is a difficult one: “KRAS was at the cradle of the travel industry in the Netherlands and was one of the first companies to develop aimed at tourism abroad. “

A small trace of the brand still remains. KRAS Touringcars is still owned by the Kras family and continues to drive.

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