The TUI "smile" logo has been used by that various TUI brands for some time now, and will be familiar to regular / long standing UK package holiday customers as for many years previously the TUI name and logo has been widely seen in all the main Med resorts - I remember seeing TUI 30 or so years ago, so although it isn't a UK brand name it will familiar.
I suppose one of the main problems in getting rid of the familiar name might be to alienate prejudiced brits who still have chips on their shoulders about Germany and German brands - but inevitably they are a rapidly dying audience.
Sadly globalisation is here to stay so we're going to have to put up with saying goodbye to these historic names - as we had to with Britannia Airways.