The news comes days after TUI denied rumours that Cull was set to leave the firm, which owns more than 200 travel brands including Thomson Holidays.
Today, TUI put out a press release confirming that Cull ‘has decided to take this opportunity to move on from the group and will leave the business’.
In the absence of a comms director, TUI's press team will report to Jeremy Ellis, who has been appointed as marketing director after 20 years at the company.
Cull joined TUI UK & Ireland in August 2009 as a board member responsible for the newly created comms division, encompassing PR, internal comms and sustainable development. He had previously worked as director of customer comms at Sky, responsible for all consumer PR programmes across the business.
The news of Cull’s departure follows a turbulent period for the holiday industry.
Thomas Cook saw its shares collapse by 75 per cent last week as the firm struggled to secure financial support from its banks and announced that it was postponing the release of its annual results – originally due out on Friday 25 November.
Thomas Cook this week responded to negative headlines with a consumer campaign to retain public confidence in the firm.
Last week, Thomson appeared to mock the turmoil at Thomas Cook with its ‘You’re in Safe Hands’ press campaign, aiming to reinforce the message that customers can book its holidays with confidence.