Hanover/Sarigerme, 28 October 2019

TUI Blue becomes global hotel brand with more than one million guests

  • Starting with 97 hotels in 18 countries
  • Further hotels in the pipeline to exceed the 100-hotel mark
  • Hotels support TUI Group’s sustainability strategy

Holiday destinations for more than one million guests: In Summer 2020, TUI Blue will start into the new season with 97 hotels in 18 countries. TUI Group’s global flagship hotel brand clusters the tailored offerings of TUI Blue, TUI Sensimar and TUI Family Life under one umbrella brand. Its portfolio additionally comprises new hotels in various locations, including promising long-haul destinations such as Vietnam or Zanzibar. By expanding TUI Blue’s footprint, the tourism group is further consolidating its leading position within the international leisure hotel sector.

“In future, TUI Blue will cater for more than one million customers per year, contributing to the brand’s strong global footprint. Our flagship hotel brand will thus be a relevant player in the leisure hotel sector from next Summer,” said Erik Friemuth, Managing Director TUI Hotels & Resorts. “Thanks to our ambitious growth strategy, we also have further hotels in our pipeline and will soon exceed the 100-hotel mark.“ The group is planning to further increase its portfolio in future. Apart from southern Europe and the Caribbean, TUI Blue’s growth regions comprise South East Asia and the Indian Ocean.

Tailored offerings for different customer needs and preferences

TUI Blue offers lifestyle- and experience-oriented holidaymakers a hotel product tailored to their specific needs and preferences, for adults, families or holidaymakers interested in local culture and authentic experiences. Three labels will offer clear guidance to holidaymakers and travel agents searching for hotel offerings to fit the customers’ preferences in future. Guests particularly interested in authentic experiences in the holiday region will find appropriate hotel offerings under the TUI Blue “For All“ label . TUI Blue “For Two“ exclusively targets holidaymakers aged 16+ focusing on time together, while TUI Blue “For Families" offers activities to suit all ages and has been specifically designed with families in mind both large and small.

Sustainable BLUE

“Creating a modern lifestyle brand also means thinking about a more sustainable way of life,” said Erik Friemuth. ”Against that backdrop, 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.

Six experience elements for TUI Blue customers

TUI Blue hotels already achieves top net promoter scores. With its new flagship hotel brand, TUI will significantly expand innovative services associated with hotel stays. The focus is on the Blue Guides as competent local contacts, the comprehensive fitness and relaxation programme Bluef!t, the modern design of the lifestyle hotels, the Blue App as a digital service assistant with all activities and information on the hotel, the comprehensive Blue Taste culinary offering, and the Blue Experiences programme.

Growth with strong partners

Apart from its focus on TUI Blue, TUI Group’s growth strategy also centres on the traditional and successful brand RIU, the two club brands Robinson and TUI Magic Life, and the 5-star resorts operated by TUI Sensatori. The strategy of building an even stronger market footprint for TUI Blue is not only being implemented by TUI’s own hotel companies, but also by cooperation schemes with joint venture partners such as RIU or Atlantica, and supported and driven ahead by third-party hoteliers. They all support TUI’s and TUI Blue’s brand promise.

Attached you will find fact sheets with further information on the TUI Blue Labels, the TUI Blue Brand Elements and TUI Blue Sustainability.

About TUI Blue

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. The hallmarks of the hotels are the Blue Guides, acting as the competent local contacts, the comprehensive Bluef!t fitness and relaxation programme and the modern design. With the Blue App, holidaymakers have access to a digital service assistant available before, during and after the trip to design their individual holiday. The culinary offer at TUI Blue hotels features local cuisine with international influences, providing high-quality food and catering for all dietary needs or nutrition plans. The hotel experience is rounded off by a wide range of daytime and evening experiences. With its global flagship brand TUI Blue, TUI Group is driving growth in the hotel segment further ahead.

About TUI Group

TUI Group is the world’s leading integrated tourism group operating in more than 100 destinations worldwide. The company is headquartered in Germany. The TUI Group’s share is listed in the FTSE 250 index and in the German open market.

In financial year 2019, TUI Group recorded turnover of around €19bn and an operating result of €893m. The Group employs more than 70,000 people worldwide. TUI offers its 28 million customers, including 21 million customers in European national companies, integrated services from a single source. It covers the entire tourism value chain under one roof. This comprises more than 400 hotels and resorts with premium brands such as RIU, TUI Blue and Robinson as well as 18 cruise ships ranging from the MS Europa and MS Europa 2 luxury class vessels and expedition ships to the Mein Schiff fleet of TUI Cruises and the vessels of Marella Cruises in the UK. The Group also includes leading European tour operator brands, five airlines with 150 modern medium- and long-haul aircraft and 1,600 travel agencies. Apart from the expansion of its core business with hotels, cruises and destination activities, TUI is increasingly investing in digital platforms. The Group is transforming as a digital company.

Global responsibility for sustainable economic, ecological and social activity is a key feature of our corporate culture. TUI Care Foundation, initiated by TUI, promotes the positive effects of tourism, education and training as well as environmental and social standards with projects in 25 countries. It thus contributes to the development of the holiday destinations. TUI Care Foundation, operating around the world, initiates projects creating new opportunities for the next generation.