Jetairfly (TB, Brussels National) has rebranded itself as TUI fly (Belgium) (TB, Brussels National) with effect from Wednesday, October 19. The move is part of parent firm TUI AG's decision to create a singular brand name across four of its carriers.

The first stage of the project saw Arke Fly (OR, Amsterdam Schiphol) rebranded as TUI fly (Netherlands) (OR, Amsterdam Schiphol) followed by Jetairfly's transformation into TUIfly (Belgium). The second stage will see TUI fly Nordic (6B, Stockholm Arlanda) and Thomson Airways (BY, London Luton) being rebranded. Corsair International (SS, Paris Orly) has been excluded from the exercise.

Despite the change in name, all five airlines in Germany, Belgium, the Netherlands, Sweden and the UK will continue to operate under their own AOCs, however a unified brand name and image will allow for improved fleet interoperability, especially during the busy summer season.

“A strong one-brand policy will make it considerably easier to use the aircraft of the European fleet and the crews across the individual countries, as demand requires it. The resulting increase in the effectiveness of TUI airlines is to enable TUI to deliver operational efficiency improvements worth EUR50 million per annum by 2018,” TUI AG said.

For its part, TUIfly Belgium operates five B737-700s, fourteen B737-800s, one B767-300(ER), one B787-8, and three E190s.