TUI Blue offers lifestyle- and experience-oriented holidaymakers a hotel product tailored to their individual needs and preferences, for adults aged 16+, families, holidaymakers interested in local culture and authentic experiences. With its global flagship brand TUI Blue, TUI Group is driving growth in the hotel segment further ahead.

TUI will provide tailored hotel offerings for different target groups. Three labels will offer guidance for customers and travel agents: TUI Blue For All, TUI Blue for Two, and TUI Blue For Families. This differentiation by target group will make it easier for customers to find the perfect holiday to suit their specific preferences.

TUI Blue "For All"

TUI Blue “For All“ targets holidaymakers seeking to stay in high-quality hotels and interested in experiencing authentic local experiences. The focus of this label, designed to suit the preferences of travellers wishing to discover and explore the country, is on local culture and authentic encounters with the holiday country. Solo travellers, couples and families can enjoy their holiday in a sleek, contemporary finish. The hotels also offer a comprehensive and holistic fitness programme.

TUI Blue "For Two"

TUI Blue “For Two“ exclusively targets adults aged 16+ focusing on relaxation and time together during their holiday. The hotels offer couples or best friends the opportunity to relax, wind down and engage in and appropriate activities to recharge their batteries.

TUI Blue "For Families"

TUI Blue “For Families” targets families wishing to engage in joint activities, have fun together and strengthen their sense of togetherness without sacrificing service and hotel comfort. TUI Blue’s “For Families“ concept was developed to suit the preferences of all family members. These hotels create family moments together with many activities, sports programmes and entertainment for young and old guests alike.

TUI BLUE brand elements

There will be six uniform brand elements across all TUI Blue labels:

“Blue Guides“

The TUI Blue Guides are local experts and committed hosts, offering individual services for our guests. They are available to our guests any time as competent contacts, offering tips for regional excursions, suggesting restaurants, or providing information regarding the hotel or individual services.


Professionally trained and experienced coaches, innovative group courses, gyms featuring modern equipment and outdoor fitness areas for ‘workouts with a view’. Guests can choose their own personal training goals, relax, recharge their batteries and strengthen their own bodies.

“Blue Design“

Contemporary design with local influences and features meeting the target group’s needs, for instance Bluetooth speakers and docking stations for smartphones, etc.

“Blue Connect“

Holidaymakers can use the Blue App at any time to retrieve all activities and information about the hotel, attractions and excursions in the surroundings and ask questions relating to their stay. On mobile devices an in an independent manner via their smartphone.

“Blue Taste“

TUI Blue hotels’ culinary experience features live cooking stations, local dishes with international influences, high-quality offerings and food meeting all dietary needs and nutrition plans. Whether gluten- or lactose-free, vegan, vegetarian or low-carb and high-protein – guests can individually combine their selection.

“Blue Experiences“

The experience programme offered by TUI Blue hotels includes varied day and evening activities, cooking classes, target-group specific evening programme options and low-profile entertainment as well as local TUI excursions.


We have developed ten steps enabling our hotels to contribute to a better world under the motto "Sustainable Blue". The measures include initiatives to save water, lower the carbon emission per guest per night and reduce single-use plastic items. They also promote sourcing locally produced food items, recruiting local staff and achieving sustainability certification. TUI Blue thus supports TUI Group’s strategy to promote more sustainable tourism.